UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
Form 10-K
☒ ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
xANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
For the fiscal year ended December 31, 2017
2023
¨TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
For the transition period from ________________ to________________
☐ TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
Commission file number 001-38248
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RumbleOn, Inc.
(Exact name of registrant as specified in its charter)

Nevada46-3951329
(State or other jurisdiction of
incorporation or organization)
(I.R.S. Employer
Identification No.)
901 W. Walnut Hill Lane, Suite 110A
Irving, Texas
75038
(Address of Principal Executive Offices)(Zip Code) 
4521 Sharon Road, Suite 370,
Charlotte, North Carolina 28211
(Address of principal executive offices)
(704) 448-5240(214) 771-9952
(Registrant’sRegistrant's telephone number, including area code)
Securities registered pursuant to Section 12(b) of the Act:
Title of each classTrading Symbol(s)Name of exchange on which registered
Class B Common Stock, $0.001 par valueRMBLThe Nasdaq Stock Market LLC
Securities registered pursuant to Section 12(g) of the Act:None
None
Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act. Yes ¨ No x
Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act. Yes ¨ No x
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90 days. Yes x No ¨
Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Website, if any, every Interactive Data File required to be submitted and posted pursuant to Rule 405 of Regulation S-T (§232.405 of this chapter) during the preceding 12 months (or for such shorter period that the registrant was required to submit and post such files). Yes x No
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K (§229.405) is not contained herein, and will not be contained, to the best of registrant’s knowledge, in definitive proxy or information statements incorporated by reference in Part III of this Form 10-K or any amendment to this Form 10-K. ☐
¨
Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, or a smaller reporting company, or an emerging growth company. See the definitions of “large"large accelerated filer,” “accelerated filer”" "accelerated filer," "smaller reporting company," and “smaller reporting company”"emerging growth company" in Rule 12b-2 of the Exchange Act.
Large accelerated filer¨Accelerated filerx
Non-accelerated filer
(Do not check if a smaller reporting company)
¨
Smaller reporting companyx
Emerging growth company¨
If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act.






Indicate by check mark whether the registrant has filed a report on and attestation to its management’s assessment of the effectiveness of its internal control over financial reporting under Section 404(b) of the Sarbanes-Oxley Act (15 U.S.C. 7262(b)) by the registered public accounting firm that prepared or issued its audit report Yes ☒ No ☐
If securities are registered pursuant to Section 12(b) of the Act, indicate by check mark whether the financial statements of the registrant included in the filing reflect the correction of an error to previously issued financial statements. ☐
Indicate by check mark whether any of those error corrections are restatements that required a recovery analysis of incentive-based compensation received by any of the registrant’s executive officers during the relevant recovery period pursuant to §240.10D-1(b). ☐
Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Act). Yes ¨ No
x
As of June 30, 2017,2023, the aggregate market value of shares of common stock held by non-affiliates of the registrant was approximately $18.0$120.0 million.
The number of shares of Class B Common Stock, $0.001 par value, outstanding on February 23, 2018March 18, 2024 was 11,928,54135,153,241 shares. In addition, 1,000,00050,000 shares of Class A Common Stock, $0.001 par value, were outstanding on February 23, 2018.March 18, 2024.

Portions of the registrant’s proxy statement relating to its 2024 Annual Meeting of Stockholders to be filed with the SEC within 120 days after the end of the year ended December 31, 2023 are incorporated herein by reference in Part III.




RUMBLEON, INC.

Table of Contents to
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Annual Report on Form 10-K
for the Year Ended December 31, 20172023

Table of Contents

 PageBusiness
Item 1B.Unresolved Staff Comments
Item 1C.Cybersecurity
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Item 4.Mine Safety Disclosures
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Item 6.[Reserved.]
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Item 9B.Other Information.
Item 9C.Disclosure Regarding Foreign Jurisdictions that Prevent Inspections.
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PART I

Item 1. 
Business.

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Overview
PART I
RumbleOn, Inc., a Nevada corporation, operates a capital light disruptive e-commerce platform facilitatingITEM 1.    BUSINESS.
Unless the ability of both consumerscontext otherwise requires, all references in this section to “we,” “our,” “us,” “RumbleOn,” and dealers to Buy-Sell-Trade-Finance pre-owned vehicles in one online location. Our goal is to transform the way pre-owned vehicles are bought and sold by providing users with the most efficient, timely and transparent transaction experience. Our initial focus is the market for vin specific pre-owned vehicles with an initial emphasis on motorcycles and other powersports.
In this Annual Report on Form 10-K (this “Form 10-K”), we“Company” refer to RumbleOn, Inc., formerly Smart Server, Inc., and its consolidated subsidiaries at December 31, 2023.
Forward-Looking and Cautionary Statements
This 2023 Form 10-K contains forward-looking statements as “RumbleOn,defined in the Private Securities Litigation Reform Act of 1995. Forward-looking statements generally can be identified by words such as “anticipates,“RMBL,“believes,the “Company,“estimates,“we,“expects,“us,“intends,and “our,“plans,” “predicts,” “projects,” “will be,” “will continue,” “will likely result,” and similar words.expressions. These forward-looking statements are based on current expectations and assumptions that are subject to risks and uncertainties, which could cause our actual results to differ materially from those reflected in forward-looking statements. Factors that could cause or contribute to such differences in our actual results include, but are not limited to, those discussed in this 2023 Form 10-K, and in particular, the risks discussed under the caption “Risk Factors” in Item 1A and those discussed in other documents we file with the Securities and Exchange Commission (the “SEC”). Given these risks and uncertainties, readers are cautioned not to place undue reliance on such forward-looking statements. We undertake no obligation to revise or update forward-looking statements, except as required by law.
Market and Industry Data
Serving both consumersSome of the market and dealers,industry data contained in this 2023 Form 10-K is based on independent industry publications or other publicly available information. Although we believe that these independent sources are reliable, we have not independently verified and cannot assure you as to the accuracy or completeness of this information. As a result, you should be aware that the market and industry data contained herein, and our beliefs and estimates based on such data, may not be reliable.
Our Company
RumbleOn, Inc. operates primarily through two operating segments: our online marketplace platform,powersports dealership group and our transportation services entity, Wholesale Express, LLC (“Express”). We were incorporated in 2013. We have grown primarily through acquisitions, the largest to date being our 2021 acquisition of the RideNow business followed by our 2022 acquisition of the Freedom Entities. These acquisitions added 54 powersports dealerships to our Company.
During 2023, we make cash offers forexperienced significant changes to our management team and board of directors. During the purchaseyear we added several qualified non-employee directors, including the two co-founders of pre-owned vehicles.the RideNow business. On November 1, 2023, Michael Kennedy, an accomplished powersports industry veteran with over three decades of experience in strategy, commercial operations, financial management, and manufacturing at leading powersports companies, joined the Company as chief executive officer and director. In addition, we implemented a series of plans to reduce our outstanding debt and announced several cost savings initiatives, including an organizational restructuring and reduction in headcount.
Powersports Segment
Our powersports business is the largest powersports retail group in the United States (as measured by reported revenue, major unit sales and dealership locations), offering a wide selection of new and pre-owned motorcycles, all-terrain vehicles (“ATV”), utility terrain or side-by-side vehicles (“SXS”), personal watercraft (“PWC”), snowmobiles, and other powersports products. We also offer parts, apparel, accessories, finance & insurance products and services, and aftermarket products from a wide range of manufacturers. Additionally, we offer a large inventoryfull suite of pre-owned vehicles for sale along with third-party financingrepair and associated products. Our operations are designed to be scalable by working through an infrastructure and capital light model that is achievable by virtue of a synergistic relationship with our regional partners, consisting of dealers and auctions. We utilize regional partners in the acquisition of pre-owned vehicles as well as to provide inspection, reconditioning and distributionmaintenance services. Correspondingly, we earn fees and transaction income, while our regional partners earn incremental revenue and enhance profitability through increased sales and fees from inspection, reconditioning and distribution programs.
Our business model is driven by a technology platform we acquired in February 2017, through our acquisition of substantially all of the assets of NextGen Dealer Solutions, LLC (“NextGen”). The acquired system provides integrated vehicle appraisal, inventory management, customer relationship and lead management, equity mining, and other key services necessary to drive the online marketplace. Over the past 16 years, the developers of the software have designed and built, for large multi-national clients, a number of dealer and, what we believe to be, high quality applications solutions.
Our business combines a comprehensive online buying and selling experience with a vertically-integrated supply chain solution that allows us to buy and sell high quality vehicles to and from consumers and dealers transparently and efficiently at a value-oriented price. Using our website or mobile application, consumers and dealers can complete all phases of a pre-owned vehicle transaction. Our online buying and selling experience allows consumers to:
Sell us a vehicle. We address the lack of liquidity available in the market for a cash sale of a vehicle by consumers and dealers through our cash offer to buy program. Dealers and consumers can sell us a vehicle independent of a purchase. Using our free and simple appraisal tool, consumers and dealers can receive a haggle-free, guaranteed 3-day firm cash offer for their pre-owned vehicle within minutes and, if accepted, receive prompt payment. Our cash offer to buy is based on the use of extensive pre-owned retail and wholesale vehicle market data. When a consumer accepts our offer, we ship their vehicles to our closest regional partner where the vehicle is inspected, reconditioned and prepared for pending sale. We believe buying pre-owned vehicles directly from consumers is the primary driver of our source of supply for sale and a key to our ability to offer competitive pricing to buyers. By being one of the few online sources for consumers to receive cash for their vehicle, we have a significant opportunity to buy product at a lower cost since dealer and auction markup is eliminated from these consumer purchases. In addition, we believe our willingness to provide cash offers and purchase a customer’s vehicle sight unseen, whether or not the customer is buying a vehicle from us, provides a competitive sourcing advantage for vehicles.
Purchase a pre-owned vehicle. Our 100% online marketplace approach to retail consumer and dealer distribution addresses the many issues currently facing the consumer and dealer distribution marketplace for pre-owned vehicles, a marketplace we believe is primed for a disruptive change. We believe the issues facing the marketplace include: (i) heavy use of inefficient listing sites, (ii) a highly fragmented dealer network; (iii) a limited selection of high quality pre-owned vehicles for sale; (iv) negative consumer perception of the current buying experience; and (v) a massive consumer shift to online retail. We offer consumers and dealers a large selection of pre-owned vehicles at a value-oriented price that can be purchased in a seamless transaction in minutes. In addition to a transparent buying experience, our no haggle pricing, coupled with an inspected, reconditioned and certified vehicle, backed by a fender-to-fender warranty and a 3-day money back guarantee, addresses consumer dissatisfaction with the current buying processes in the marketplace. As of December 31, 2017, including vehicles2023, we operated 54 retail locations that offer a wide variety of brands. Collectively, our dealer partners, we have 751dealerships represent over 500 powersports franchises representing 52 different brands of motorcycles, ATVs, SXSs, PWCs, snowmobiles, and other powersports products. Our dealerships are located in Alabama, Arizona, California, Florida, Georgia, Kansas, Nevada, North Carolina, Ohio, Oklahoma, South Dakota, Texas, and Washington.
We source high quality pre-owned vehicles listed for sale oninventory online via our website, where consumers can select andproprietary Cash Offer technology, which allows us to purchase a vehicle, including arranging financing,pre-owned units directly from their desktop or mobile device. Sellingconsumers.
1





Vehicle Transportation Services Segment
Express provides asset-light transportation brokerage services facilitating automobile transportation primarily between and among dealers. We provide services focused on pre-owned vehicles to consumers and dealers is the key driverclients in all 50 states through our established network of our business.
pre-qualified carriers.
Former Operations
Finance a purchase. Customers can pay for their vehicle using cash orThrough June 2023, we will provide a range of finance options from unrelated third parties such as banks or credit unions. Customers fill out a short online application form, and, if approved, apply the financing to their purchase.
Protect a purchase. Customers have the option to protect their vehicle with unrelated third-party branded Extended Protection Plans (“EPPs”) and vehicle appearance protection products as part of our online checkout process. EPPs include extended service plans which are designed to cover unexpected expenses associated with mechanical breakdowns and guaranteed asset protection, which is intended to cover the unpaid balance on a vehicle loanparticipated in the eventwholesale automotive industry through our wholly owned distributor of a total loss of the vehicle or unrecovered theft. Vehicle appearance protection includes products aimed at maintaining vehicle appearance.
To enable a seamless consumer and dealer experience, we are building a vertically-integrated pre-owned vehicle supply chain marketplace, supported by proprietary software systems and data which include the following attributes:
Vehicle sourcing and acquisition. We acquire virtually all of our pre-owned vehicleautomotive inventory, directly from consumers and dealers. Using pre-owned retail and wholesale vehicle market data obtained from a variety of internal and external data sources, we evaluate a significant number of vehicles daily to determine their fit with consumer demand, internal profitability targetsWholesale, Inc. and our existing inventory mix. The supply of pre-owned vehicles is influenced by a variety of factors, including: the total number of vehicles in operation; the rate of new vehicle sales,exotics automotive retailer, AutoSport USA, Inc., which in turn generate pre-owned vehicles; and the number of pre-owned vehicles sold or remarketed through our consumer and dealer channels. Based on the large number of vehicles remarketed each year, consumer acceptance of our cash offer to buy, and the large size of the United States market relative to our needs, we believe that sources of pre-owned vehicles will continue to be sufficient to meet our current and future needs.
Inspection, reconditioning and logistics. After acquiring a vehicle, we transport it to one of our closest regional partners who are paid to perform an inspection and to recondition the vehicle to meet “RumbleOn Certified” standards. High quality photographs are then taken, the vehicle is listed for sale on Rumbleon.com and the regional partner stores the vehicle pending delivery to the buyer. This process is supported by a custom pre-owned vehicle inventory management system, which tracks vehicles through each stage of the inspection, reconditioning and logistic process. The ability to leverage and provide a high margin source of incremental revenue to the existing network of regional partners in return for providing inspection, reconditioning, logistics and distribution support reduces our need for any significant investment in retail or reconditioning facilities.
Corporate History
RumbleOn, Inc. was originally incorporated in the State of Nevada in October 2013 as a development stage companydid business under the name Smart Server, Inc. In July 2016, Berrard Holdings Limited Partnership (“Berrard Holdings”) acquired 5,475,000 sharesGot Speed. We completed the wind down of common stock ofour wholesale automotive business on June 30, 2023, and financial information attributed to it is reflected as discontinued operations.
On December 29, 2023, the Company from the prior owner of such shares pursuant to an Amendedsold its consumer loans portfolio underwritten by its subsidiaries, RumbleOn Finance, LLC and Restated Stock Purchase Agreement, dated July 13, 2016. The shares acquired by Berrard Holdings represented 99.5% of the Company’s issued and outstanding shares of common stock. Steven Berrard, a director and our Chief Financial Officer, has voting and dispositive control over Berrard Holdings. The aggregate purchase price of the shares was $148,141. In addition, at the closing, Berrard Holdings loaned the Company, and the Company executed a promissory note, in the principal amount of $191,858 payable to Berrard Holdings. Effective August 31, 2017, the note was amended to increase the principal amount by $5,500 to $197,358 in aggregate amount payable to Berrard Holdings.
In October 2016, Berrard Holdings sold an aggregate of 3,312,500 shares of the Company’s common stock to Marshall Chesrown, our Chairman of the Board and Chief Executive Officer, and certain other purchasers. The 2,412,500 shares acquired by Mr. Chesrown represented 43.9% of the Company’s issued and outstanding shares of common stock. The remaining shares owned by Berrard Holdings after giving effect to the transaction represented 39.3% of the Company’s issued and outstanding shares of common stock.
On November 28, 2016, the Company completed a private placement with certain purchasers, with respect to the sale of an aggregate of 900,000 shares of common stock of the Company at a purchase price of $1.50 per share for total consideration of $1,350,000 (the “2016 Private Placement”). In connection with the 2016 Private Placement, the Company also entered into loan agreements, pursuant to which the purchasers would loan to the Company their pro rata share of up to $1,350,000 in the aggregate upon the request of the Company at any time on or after January 31, 2017 and before November 1, 2020.
On January 8, 2017, the Company entered into an Asset Purchase Agreement (the “NextGen Agreement”) with NextGen, Halcyon Consulting, LLC (“Halcyon”), and members of Halcyon signatory thereto (“Halcyon Members,” and together with Halcyon, the “Halcyon Parties”) pursuant to which NextGen agreed to sell to the Company substantially all of the assets of NextGen in exchange for a payment of approximately $750,000 in cash, the issuance to NextGen of 1,523,809 unregistered shares of Company common stock (the “Purchaser Shares”), the issuance of a subordinated secured promissory note issued by the Company in favor of NextGen in the amount of $1,333,333 (the “Acquisition Note”) and the assumption by the Company of certain specified post-closing liabilities of NextGen under the contracts being assigned to the Company as part of the transaction (the “NextGen Acquisition”). On February 8, 2017, the Company assigned to NextGen Pro, LLC, a Delaware limited liability company and a wholly-owned subsidiary of the Company (“NextGen Pro”), the right to acquire NextGen’s assets and liabilities (but not any other rights or obligations under the NextGen Agreement).
On January 9, 2017, the Company’s Board of Directors (the “Board”) and stockholders holding 6,375,000 of the Company’s issued and outstanding shares of common stock approved an amendment to the Company’s Articles of Incorporation (the “Certificate of Amendment”) to change the name Smart Server, Inc. to RumbleOn, Inc. and to create an additional class of Company common stock. The Certificate of Amendment became effective on February 13, 2017 (the “Effective Date”), after the notice and accompanying Information Statement describing the amendment was furnished to non-consenting stockholders of the Company in accordance with Nevada and Federal securities law.
Immediately before approving the Certificate of Amendment, the Company had authorized 100,000,000 shares of common stock, $0.001 par value (the “Authorized Common Stock”), including 6,400,000 issued and outstanding shares of common stock (the “Outstanding Common Stock,” and together with the Authorized Common Stock, the “Common Stock”). Pursuant to the Certificate of Amendment, the Company designated 1,000,000 shares of Authorized Common Stock as Class A Common Stock (the “Class A Common Stock”), which Class A Common Stock ranks pari passu with all of the rights and privileges of the Common Stock, except that holders of Class A Common Stock are entitled to 10 votes per share of Class A Common Stock issued and outstanding and (ii) all other shares of Common Stock, including all shares of Outstanding Common Stock were deemed Class B Common Stock (the “Class B Common Stock”), which Class B Common Stock are identical to the Class A Common Stock in all respects, except that holders of Class B Common Stock will be entitled to one vote per share of Class B Common Stock issued and outstanding.
On January 9, 2017, the Company’s Board and stockholders holding 6,375,000 of the Company’s issued and outstanding shares of common stock approved the issuance to (i) Mr. Chesrown of 875,000 shares of Class A Common Stock in exchange for an equal number of shares of Class B Common Stock held by Mr. Chesrown, and (ii) Mr. Berrard of 125,000 shares of Class A Common Stock in exchange for an equal number of shares of Class B Common Stock held by Mr. Berrard.
Also, on February 8, 2017 (the “Closing Date”), RumbleOn and NextGen Pro completed the NextGen Acquisition in exchange for approximately $750,000 in cash, the Purchaser Shares, the Acquisition Note, and the other consideration described above. The Acquisition Note matures on the third anniversary of the Closing Date (the “Maturity Date”). Interest accrues and will be paid semi-annually (i) at a rate of 6.5% annually from the Closing Date through the second anniversary of such date and (ii) at a rate of 8.5% annually from the second anniversary of the Closing Date through the Maturity Date. The Company’s obligations under the Acquisition Note are secured by substantially all the assets of the NextGen Pro pursuant to an Unconditional Guaranty Agreement (the “Guaranty Agreement”), by and among NextGen and NextGen Pro, and a related Security Agreement between the parties, each dated as of the Closing Date. Under the terms of the Guaranty Agreement, NextGen Pro has agreed to guarantee the performance of all of the Company’s obligations under the Acquisition Note.
On March 31, 2017, we completed funding of the second tranche of the 2016 Private Placement. The purchasers were issued 1,161,920 shares of Class B Common Stock and notes in the aggregate principal amount of $667,000, (the “Private Placement Notes”), in consideration of cancellation of loan agreements having an aggregate principal amount committed by the purchasers of $1,350,000. 
Also on March 31, 2017, we completed the sale of 620,000 shares of Class B Common Stock, at a price of $4.00 per share for aggregate proceeds of $2,480,000 in a private placement offering, (the “2017 Private Placement.”) We sold an additional 37,500 shares of Class B Common Stock in connection with the 2017 Private Placement on April 30, 2017. Our officers and directors acquired 175,000 shares of Class B Common Stock in the 2017 Private Placement. Proceeds from the 2017 Private Placement were used to complete the launch of our website, acquire vehicle inventory, continue development of our platform, and for working capital purposes.
On October 23, 2017, the Company completed an underwritten public offering (the “2017 Public Offering”) of 2,910,000 shares of the Company’s Class B Common Stock at a price of $5.50 per share for net proceeds to the Company of approximately $14.5 million. In connection with the 2017 Public Offering, on October 19, 2017, the Class B Common Stock uplisted from the OTCQB and began trading on The NASDAQ Capital Market under the symbol “RMBL.”
ROF SPV I, LLC.
Our Strategy
RumbleOn’s strategy is to provide a 100% online supply chain marketplace solution for the retail distribution of pre-owned vehicles to consumers and dealers, while providing regional partners access to software solutions and services allowing them to earn incremental revenue and enhance profitability through increased sales leads, and fees earned from inspection, reconditioning and distribution programs. The recognition of the need for the RumbleOn solutions is the result of our management team gaining a clear understanding of the key drivers of complete supply chain solutions to create a different and disruptive way to both acquire and distribute pre-owned vehicles online from their deep experience in the automotive sector with disruptive businesses such as: AutoNation™, Auto America™, and Vroom™. We believe that there is a significant opportunity to disrupt the pre-owned marketplace in powersports and recreational vehicles as it suffers from many of the same negative consumer sentiments and dealer practices that existed in the automotive sector prior to the advent of and the significant influx of new entrants with improved business models. In addition, the powersports and recreation vehicle segment lacks the significant competition that exists in the automotive sector due to its fragmented dealer network, relative size and the niche nature of its products. Management believes consumers prefer to transact through a well-designed simple online/mobile solution, with a broad selection of pre-owned vehicles at highly competitive prices. RumbleOn applications provide a cash offer financing options and logistics/delivery solutions designed to provide an exceptional consumer experience. We intend to replicate and improve upon the positive attributes of the various “Sell us your car” and other related programs that have proven successful in automotive retail for entities such as AutoNation™, CarMax™, Carvana™, Vroom™ and others.
RumbleOn’s regional partner strategy is focused on creating a synergistic relationship wherein regional partners have the ability to leverage the RumbleOn online marketplace and partner services offerings to drive increased revenue through the purchase or sale of pre-owned vehicles via the online marketplace platform and the ability to earn fees from inspection, reconditioning and distribution programs. Regional partners have the ability to show the complete RumbleOn vehicle inventory on their website and have access to preferred pricing on the acquisition of vehicles. We intend to add additional regional partners to our network and we are currently in discussions with a number of other potential partners regarding joining the network. We believe that our operations, designed to be both capital and infrastructure light, will leverage the regional partner network to provide inspection, reconditioning and distribution, thus minimizing the number of warehouse locations, reconditioning centers and logistics facilities we operate. We plan to primarily operate a centralized headquarter, call center, and limited number of strategically located warehouses as needed.
RumbleOn’s initial focus was on pre-owned Harley-Davidson motorcycles as it provided a targeted, identifiable segment to establish the functionality of the platform and the RumbleOn brand. Harley-Davidson is a highly regarded and dominant brand (representing approximately 50% market share of new 601cc+ on-road motorcycles according to both Harley-Davidson public filings and the Motorcycle Industry Council) in the motorcycle market, with a base of over three million pre-owned motorcycles registered for use in the United States. According to Harley-Davidson, as disclosed in their 2017 investor meeting presentation, and management estimates, each year approximately 400,000 pre-owned Harley-Davidsons are sold, with Harley-Davidson dealers selling approximately 125,000 units, 250,000 units sold in private consumer and independent dealer transactions, and 25,000 sold via other means. As our business has evolved we have expanded into other powersports and recreational vehicle with a strong emphasis on the “metric” brands of motorcycles (Honda, Yamaha, Kawasaki, Suzuki, etc.) which essentially doubles the available market and is a natural extension as these vehicles are often sold or traded for Harley-Davidson vehicles. The metric market and dealer profile closely mirror that of the Harley-Davidson market although it is more highly fragmented and the average pre-owned vehicle selling price is less than a pre-owned Harley Davidson. In addition, many of the metric dealers also retail other powersport vehicles including ATVs, UTVs, snowmobiles and personal watercraft providing RumbleOn an opportunity for product extensions by leveraging existing regional partner relationships.
Our Growth Strategy
We intend to transform the way pre-owned vehicles are bought and sold and thereby significantly grow our business and gain market share by targeting the large number of private consumer transactions driven by listing only sites such as Craigslist. Management believes a significant number of pre-owned vehicle transactions are completed on a peer to peer basis. We believe these transactions are highly inefficient and consumers view the process as cumbersome. Our online consumer direct sourcing strategy, wherein we make a cash offer to a consumer or dealer utilizing our website or mobile application allows us to deliver value pricing on our vehicles for sale. We believe our large-scale inventory of pre-owned vehicles for sale, coupled with our 100% online marketplace platform, transparent selling process, certified and reconditioned pre-owned vehicles and ability to offer financing and ancillary products provides a unique customer experience as compared to current alternatives when purchasing a pre-owned vehicle. We believe we can aggressively drive RumbleOn brand recognition and awareness at a relatively low expense by utilizing digital, social media and guerrilla marketing techniques, as there are few national competitors and consumers are very brand focused and loyal. For example, approximately 15 key motorcycle events, such as Daytona Bike Week and the Sturgis Bike Rally, attract millions of attendees annually, many of whom are motorcycle and other powersport and recreational vehicle enthusiasts. We intend to have a significant presence at these type of events, with onsite advertising and sales facilities to build brand awareness. In addition, we anticipate engaging with or sponsoring powersport groups, providing us a targeted audience to which to market RumbleOn and showcase the ease with which they can buy, sell, or trade a vehicle online. Once powersports and recreational vehicle enthusiasts have sampled our website, we believe the unique experience will be compelling and drive organic growth. Over time, management believes we will build a proprietary database of customers and their interests, which will facilitate customer retention and cross sell activities.
Our Market
We currently operate primarily in the powersports and recreational vehicle market withindustry through our 54 dealership locations, offering significant scale and breadth of products.products and services. The Motorcycle Industry Council estimates that in 2014, 9.2 million people owned 10.1 million motorcycles in the United States. 87% of these were on-highway models, our initial targeted segment. According to the Powersports Business 2016 Market Data Book, or the 2016 Market Data book, pre-owned motorcycle registrations were 1.1 million units in 2015 with new unit sales of approximately 573,000 or approximately $7 billion in new vehicle sales. The owner demographic is favorable to the market outlook as millennials and baby boomers are maturing into the median ranges. The owner group is characterized by brand loyal riding enthusiasts. According to the Motorcycle Industry Council, in 2014 the median owner age was 47 years with a median income of $62,200 which is approximately 10% above the United States’ average. The dealer market is fragmented with an estimated 10,000 outlets authorized to sell powersports and recreation vehicles that include new and pre-owned motorcycles, scooter, and all-terrain vehicles.
The ATV, UTV/side-by-side, snowmobile and personal watercraft vehicle, or PWC, markets, are a logical next extension for our platform, as there is significant overlap in the motorcycle dealer base with dealers of these products. According to data from Power Product Marketing and the 2016 Market Data Book, there were approximately 630,000 sales of ATV/UTV/Side-by-sides in 2015. There are approximately 1.2 million snowmobiles registeredretail marketplace in the United States (another 600,000 in Canada) and in 2016, approximately 95,000 snowmobiles were sold in the United States and Canada. Lastly, according the National Marine Manufacturers Association and the Personal Watercraft Industry Association, in 2015 there were more than 54,000 new PWCs sold in the United States and there are currently approximately 1.2 million PWCs registered in the United States.
As we look to further extend the platform, the two largest adjacent segments are represented by the recreational boating and recreational vehicle (motor vehicle or trailer equipped with living space and amenities found in a home) industries. According to the National Marine Manufacturers Association, there were approximately 15.7 million recreational boats in the United States in 2014, and there were approximately 940,000 sales of pre-owned boats in 2014. Correspondingly, the Recreational Vehicle Industry Association estimates that currently more than 8.9 million households own an RV and in 2017 there will be over 470,000 shipments of RVs from manufacturers to dealers.
Competition
The United States pre-owned powersports and recreational vehicle marketplace is highly fragmented and wewith over 8,500 dealership locations--most of which are owned by a single entity. We face competition from traditional franchised dealers who sell both new and pre-owned vehicles;vehicles, independent dealers; online and mobile sales platforms;pre-owned powersports dealers, and private parties. We believe that the principal competitive factors in our industry are delivering an outstanding consumer experience competitive sourcing of vehicles,(sales, delivery, service and after sales care) and quality, breadth and depth of product selection,selection. Our Cash Offer technology is a point of differentiation that enables us to purchase pre-owned inventory online.
Express operates in the U.S. transportation services industry, which is highly fragmented. We compete against many transportation services companies, including trucking companies, freight brokers, freight forwarders, and value pricing. Our competitors vary in size and breadth of their product offerings.other brokers. We believe that our principal competitive advantagesdedication to quality, simple and hassle-free transportation services, and our focus on customer relationships drive our business.
Vision 2026
We expect to create long-term per-share value for our shareholders by operating the best performing, most profitable powersports retail group in pre-owned vehicle retailingthe United States. In pursuit of these objectives, we have outlined our Vision 2026 plan, which includes the following goals and strategies. In addition to these activities, we continue to focus on reducing our abilitycorporate cost structure by identifying and eliminating expenses that do not further our strategic goals.
Leverage our national scale to run the best performing dealerships in America
We seek to provide customers with a high degreeseamless experience, broad selection, and access to our specialized and experienced team members, including sales staff and technicians. Our network of customer satisfaction with the buying experience by virtue of our low, no-haggle prices and our 100% online marketplace platform including our website and mobile application and our ability to make a cash offer to purchase a vehicle with our customer-friendly sales process and our breadth of selection of the most popular makes and models available on our website. In addition, we believe our willingness to make a cash offer to purchase a customer’s vehicle, whether or not the customer is buying a vehicle from us, provides a competitive sourcing advantage forconvenient retail vehicles allowinglocations allows us to offer value-oriented pricing.services throughout the powersports vehicle life cycle. Our team members are the heart of our operation. Our incentive-based compensation encourages our dealership general managers to think and behave like owners and to focus on profitable operations and great customer experiences. We source new inventory from original equipment manufacturers (“OEMs”), and we invest our resources to align with their brand standards and performance objectives. We believe that leveraging our inventory within our large network is a competitive advantage in the principal competitive factors forhighly fragmented powersports market with respect to OEMs and consumers. We have also centralized certain activities and decisions with respect to our ancillary productsinventory mix and services include an abilitysupply.
Use our proprietary Cash Offer technology to accelerate growth of our pre-owned inventory
An expansive selection of pre-owned inventory enhances the customer experience by ensuring each visitor can find a powersports vehicle that matches his or her preference. Our Cash Offer technology directly connects us with consumers and allows us to acquire high-quality, pre-owned powersports vehicles at scale. This proprietary technology is a fast and efficient mechanism to offer cash for pre-owned vehicles and provides us with a full suiteunique source of products at competitive prices deliveredmarket data. Our Cash Offer technology is a point of differentiation that enables us to access a nationwide market of pre-owned vehicles and introduces us to customers outside of our physical retail footprint. Following our organizational restructuring, our pre-owned inventory strategy, including our Cash Offer technology, is led by an experienced senior leader utilizing a centralized set of standards for acquisitions made online, in an efficient mannerstores and through auctions.
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Grow organically and through strategic acquisitions

Our Vision 2026 plan includes growing our powersports segment both organically by adding new customers through our online and in-store locations, by adding brands to the customer.existing locations and by acquiring new strategic retail locations. Our team has substantial experience in identifying suitable acquisition candidates, negotiating purchase terms and conditions and integrating newly acquired businesses. We will compete withidentify acquisition candidates based on a variety of factors, including authorized brands, geographic location and service offerings. Acquiring additional locations also helps us further leverage our corporate cost structure. We are continually evaluating our dealer footprint and may divest locations that are no longer accretive for our business.
Organizational Structure
The following chart summarizes our organizational structure as of December 31, 2023. This chart is provided for illustrative purposes only and does not reflect all legal entities in offering these products including banks, finance companies, insurance and warranty providers and extended vehicle service contract providers. owned or controlled by us:
RumbleON Structure.jpg
Technology
We believe our competitive strengths in this category will include our ability to deliver products in an efficient manner to customers utilizingprotect our technology and other intellectual property through a combination of trademarks, domain names, copyrights, trade secrets, patented technology, and contractual provisions and restrictions on access and use of our ability to partner with key participantsproprietary information and technology. We have a portfolio of trademark registrations in each category to offerthe United States, including registrations for “RideNow,” the RideNow logo, “RumbleOn,” and the RumbleOn logo. We are the registered holder of a full suitevariety of products at competitive prices. Lastly, additional competitors may enter the businesses in which we will operate.
domestic and international domain names, including “Rumbleon.com.”
Seasonality
Historically, theThe powersports industry has beenis a seasonal business with traffic and sales strongest in the spring and summer quarters. Salesmonths. Given this seasonality, we expect our quarterly results of operations, including our revenue, gross profit, net income (loss), and traffic are typically slowest in the fall quarter but increase in February and March, coinciding with tax refund season.cash flow to vary accordingly.
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Intellectual Property and Proprietary Rights

Our brand image is a critical element of our business strategy.  As of December 31, 2017, we have a trademark registration for “RumbleOn” and various applications pending with the U.S. Patent and Trademark Office.
Government Regulation
Various aspects of our business are or may be subject directly or indirectly, to U.S. federal and state laws and regulations.regulations, including state and local dealer licensing requirements, federal and state consumer finance laws, the United States Department of Transportation motor-carrier rules and regulations, federal, state and local environmental laws and regulations, including the U.S. Environmental Protection Act, federal, state, and local wage and hour and anti-discrimination laws, and antitrust laws. Failure to comply with such laws or regulations may result in the suspension or termination of our ability to do business in affected jurisdictions or the imposition of significant civil and criminal penalties, including fines or the award of significant damages against us and our dealers in class action or other civil litigation.
State Motor Vehicle Sales, Advertising and Brokering Laws
The advertising and sale of new or pre-owned motor vehicles is highly regulated by the states in which we do business. Although we do not anticipate selling new vehicles, state regulatory authorities or third parties could take the position that some of the regulations applicable to dealers or to the manner in which powersports and recreational vehicles are advertised and sold generally are directly applicable to our business. If our products and services are determined to not comply with relevant regulatory requirements, we could be subject to significant civil and criminal penalties, including fines, or the award of significant damages in class action or other civil litigation as well as orders interfering with our ability to continue providing our products and services in certain states. In addition even absent such a determination, to the extent dealers are uncertain about the applicability of suchthese laws and regulations that apply specifically to our business, we may lose, or have difficulty increasing the number of dealers in our network, which would affect our future growth.
Several states haveare also subject to laws and regulations that strictly regulate or prohibitaffecting public companies, including securities laws and the brokeringlisting rules of motor recreational vehicles or the makingThe Nasdaq Stock Market (“Nasdaq”).
The violation of so-called “bird-dog” payments by dealers to third parties in connection with the saleany of motor vehicles through persons other than licensed salespersons. If our products or services are determined to fall within the scope of suchthese laws or regulations we may be forced to implement new measures, which could be costly, to reduce our exposure to those obligations, including the discontinuation of certain products or servicesresult in affected jurisdictions. Additionally, such a determination could subject us to significantadministrative, civil, or criminal penalties including fines, or the award of significant damages in class action ora cease- and-desist order against our business operations. We have incurred and will continue to incur capital and operating expenses and other civil litigation.
In additioncosts to generally applicable consumer protection laws, many states in which we may do business either have or may implementcomply with these laws and regulations that specifically regulate the advertising for sale of new or pre-owned powersports and recreational vehicles. These state advertising laws and regulations may not be uniform from state to state, sometimes imposing inconsistent requirements on the advertiser of a new or pre-owned recreational vehicle. If the content displayed on the websites we operate is determined or alleged to be inaccurate or misleading, we could be subject to significant civil and criminal penalties, including fines, or the award of significant damages in class action or other civil litigation. Moreover, such allegations, even if unfounded or decided in our favor, could be extremely costly to defend, could require us to pay significant sums in settlements, and could interfere with our ability to continue providing our products and services in certain states.
Federal Advertising Regulations
The Federal Trade Commission (“FTC”), has authority to take actions to remedy or prevent advertising practices that it considers to be unfair or deceptive and that affect commerce in the United States. If the FTC takes the position in the future that any aspect of our business constitutes an unfair or deceptive advertising practice, responding to such allegations could require us to pay significant damages, settlements, and civil penalties, or could require us to make adjustments to our products and services, any or all of which could result in substantial adverse publicity, loss of participating dealers, lost revenue, increased expenses, and decreased profitability.
Federal Antitrust Laws
The antitrust laws prohibit, among other things, any joint conduct among competitors that would lessen competition in the marketplace. Some of the information that we may obtain from dealers may be sensitive and, if disclosed inappropriately, could potentially be pre-owned by dealers to impede competition or otherwise diminish independent pricing activity. A governmental or private civil action alleging the improper exchange of information, or unlawful participation in price maintenance or other unlawful or anticompetitive activity, even if unfounded, could be costly to defend and adversely impact our ability to maintain and grow our dealer network.
In addition, governmental or private civil actions related to the antitrust laws could result in orders suspending or terminating our ability to do business or otherwise altering or limiting certain of our business practices, including the manner in which we handle or disclose pricing information, or the imposition of significant civil or criminal penalties, including fines or the award of significant damages against us in class action or other civil litigation.
regulations.
The foregoing description of laws and regulations to which we are or may be subject is not exhaustive, and the regulatory framework governing our operations is subject to continuous change. The enactment of new laws and regulations or the interpretation of existing laws and regulations in an unfavorable way may affect the operation of our business, directly or indirectly, which could result in substantial regulatory compliance costs and civil or criminal penalties, including fines, adverse publicity, loss of participating dealers, lost revenue, increased expenses, and decreased profitability. Further, investigations by government agencies, including the FTC, into allegedly anticompetitive, unfair, deceptive or other business practices by us, could cause us to incur additional expenses and, if adversely concluded, could result in substantial civil or criminal penalties and significant legal liability.
penalties.
Employees
As of December 31, 2017,2023, we had approximately 40 employees all of which are full-time.
2,357 full time and 55 part-time employees.
Available Information
Our Internet website is www.rumbleon.com.located at www.rumbleon.com. Our Annual Report on Form 10-K, Quarterly Reports on Form 10-Q, Current Reports on Form 8-K, and amendments to reports filed or furnished pursuant to Sections 13(a) and 15(d) of the Securities and Exchange Act of 1934, as amended (the “Exchange Act”), are available free of charge, under the Investor Relations tab of our website as soon as reasonably practicable after we electronically file such material with, or furnish it to, the SEC. You may also read and copy any materials we file withAdditionally, the SEC at the SEC’s Public Reference Room at 100 F Street, NE, Washington, DC 20549. You may obtain information on the operation of the Public Reference Room by calling the SEC at 1-800-SEC-0330. The SEC also maintains an Internet website located at www.sec.gov that contains the information we file or furnish electronically with the SEC.
Item 1A. 
Risk Factors4


Investing


ITEM 1A.    RISK FACTORS.
Described below are certain risks to our business and the industry in our common stock involves a high degree of risk. Investorswhich we operate. You should carefully consider the risks described below, together with the financial and all of the other information set forthcontained in this Annual Report on2023 Form 10-K including our financial statements and related notes and “Management’s Discussion and Analysis of Financial Condition and Results of Operations,” before deciding to invest in our common stock.other public disclosures. If any of the events or developments described below occur,following risks occurs, our business, financial condition, or results of operations,cash flows, or prospects could be materially orand adversely affected. As a result, our future results could differ materially from historical results and from guidance we may provide regarding our expectations for future financial performance and the markettrading price of our Class B common stock could decline,decline.
Business and Operational Risks

In recent periods, we have identified a number of material weaknesses in our internal control over financial reporting. Most recently, we have identified material weaknesses in two areas, as disclosed in this 2023 Form 10-K. If we are unable to effectively remediate these material weaknesses and maintain an effective system of internal control over financial reporting, we may not beable to accurately report our financial results or prevent fraud. As a result, investors could lose all or part of their investment.confidence in our financial and other public reporting, which would harm our business.
Risks Related to Our Business
We are required to comply with Section 404 of the Sarbanes-Oxley Act (“SOX”), which requires public companies to maintain effective internal control over financial reporting (“ICOFR”). In particular, we must perform system and process evaluation and testing of our ICOFR to allow management to report on the effectiveness of our ICOFR. In addition, we are required to have a limited operating history and we cannot assure you we will achieve or maintain profitability.
Our business modelour independent registered public accounting firm attest to the effectiveness of our ICOFR. The standard of effectiveness for ICOFR is unproven, andthat we have a limited operating history. We are onlycontrols and procedures in the initial development stage of our business. We expect to make significant investments in the further development and expansion of our business and these investments may not result in the successful development, operation, or growth of our businessplace that provide “reasonable assurance that we can produce accurate financial statements on a timely basisbasis.” This process of implementation, evaluation, and attestation is costly and time-consuming. We have hired and may need to continue to employ both internal and external resources with appropriate public company experience and technical accounting knowledge to maintain and evaluate our ICOFR.

A material weakness is a deficiency, or a combination of deficiencies, in our ICOFR, such that there is a reasonable possibility that a material misstatement of our annual or interim financial statements will not be prevented or detected on a timely basis. We have identified material weaknesses in our ICOFR in recent periods. For example, we identified and disclosed a material weakness in our 2022 Form 10-K, which has been partially remediated. In addition, as discussed in this 2023 Form 10-K, we have identified material weaknesses in our ICOFR for the year ended December 31, 2023. These material weaknesses relate to (i) an insufficient number of accounting resources to facilitate an effective control environment following the integration of the RideNow business and incorporation of that business into the Company’s control environment and (ii) user access and segregation of duties related to certain information technology systems that support the Company’s financial reporting processes. As a result of these identified material weaknesses, our disclosure controls and procedures as of December 31, 2023 and 2022, respectively, were determined not to be effective at all.a reasonable assurance level as of each of those dates.

Part II, Item 9A of this 2023 Form 10-K describes the remediation plan for the material weaknesses affecting our ICOFR as of December 31, 2023. We cannot assure that the measures we are taking to remediate these material weaknesses will be sufficient or that such measures will prevent future material weaknesses. If we are unable to effectively remediate these material weaknesses and maintain effective ICOFR, we may fail to prevent or detect material misstatements in our financial statements, in which case investors may lose confidence in the accuracy and completeness of our financial statements.
Our success depends in part on our ability to grow our business both organically and through strategic acquisitions, and our plans and strategies may not generate sufficient revenuebe realized.

Our strategic plan includes leveraging our nation-wide network of dealerships, using our proprietary Cash Offer technology to grow our pre-owned inventory, reducing our cost structure, and acquiring strategic retail locations. The identification of suitable acquisition candidates can be difficult, time-consuming and costly, and we may incur significant losses in the future for a number of reasons, including a lack of demand fornot be able to successfully complete identified acquisition opportunities. These activities can divert management time and focus from operating our products and services, increasing competition, weakness in the powersports, and recreational vehicle industries generally, as well as other risks described in these Risk Factors, and webusiness to addressing acquisition challenges. We may encounter unforeseen expenses, difficulties, complications, and delays and other unknown factors relating to the development and operation of our business and the execution of our business plan, including our organic and acquisition growth strategies. Achieving the anticipated benefits of acquisitions depends in significant part upon our integrating any acquired entity’s businesses, operations, processes, and systems in an efficient and effective manner. We have incurred, and expect to continue to incur, a number of non-recurring costs associated with our
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acquisitions. Our failure to identify, acquire or successfully integrate additional retail locations could adversely affect our business, financial condition, and results of operation.

We may not be able to acquire the number of powersports vehicles to satisfy consumer demand or our expectations for the business. Accordingly,

A material part of our plan is predicated on being able to have sufficient inventory of powersports vehicles, both new and pre-owned, to satisfy customer demand or meet our financial objectives. New inventory is ultimately controlled by our OEMs and their willingness to allocate inventory to us and their ability to manufacture and distribute a sufficient number of powersports vehicles. Pre-owned inventory is acquired directly from consumers via our proprietary Cash Offer technology or consumer trade-in transactions or auctions. If the channels for new or pre-owned vehicle acquisition were disrupted, for example as a result of another COVID-like lockdown, technology challenges, customers holding onto their vehicles due to significant valuation decreases and negative equity positions, non-acceptance of online transactions, poor customer ratings, or other such events, the Company may not have enough inventory to meet customer demand, which may adversely affect our business, financial condition, and results of operations.

We depend on key personnel to operate our business, and if we are unable to retain, attract, and integrate qualified personnel, our ability to develop and successfully grow our business could be harmed.

We believe our success will depend on the efforts and talents of our executives and employees, including Michael Kennedy, our chief executive officer. In addition, the loss of any senior management or other key employees could materially adversely affect our ability to execute our business plan and strategy, and we may not be able to successfullyfind adequate replacements on a timely basis, or at all. Our future success depends on our continuing ability to attract, develop, motivate, and retain highly qualified and skilled employees. Qualified individuals are in high demand, and we may incur significant costs to attract and retain them. A limited number of our employees are subject to employment agreements that include restrictive covenants. We cannot ensure that we will be able to retain the services of any members of our senior management or other key employees. If we fail to attract well-qualified employees or retain and motivate existing employees, our business could be materially and adversely affected.

We rely on third-party financing providers to finance a substantial portion of our customers' powersports vehicle purchases and to supply extended protection products (“EPP”) to our customers.

We rely on third-party financing providers to finance a substantial portion of our customers' powersports vehicle purchases and to supply EPP products to our customers. Accordingly, our revenue and results of operations are partially dependent on the actions of these third parties. Financing and EPP are provided to qualified customers through several third-party financing providers. If one or more of these third-party providers cease to provide financing or EPP to our customers, provide financing to fewer customers or no longer provide financing on competitive terms, make changes to their products or no longer provide their products on competitive terms, it could have a material adverse effect on our business, sales, and results of operations. Additionally, if we were unable to replace the current third-party providers upon the occurrence of one or more of the foregoing events, it could also have a material adverse effect on our business, sales, and results of operations.

The success of our business relies heavily on our marketing and branding efforts and our ability to attract new customers, and these efforts may not be successful.

We operate dealership locations and our Cash Offer technology under our RideNow brand. In addition, we operate certain dealership locations under OEM brands, such as Harley-Davidson, BMW and Indian. Our growth depends on our ability to attract and retain customers to our retail and online locations. We rely heavily on marketing and advertising to increase the visibility of our operations with potential customers and to drive traffic to our retail and online locations. Some of our methods of marketing and advertising may not be profitable because they may not result in the acquisition of sufficient users such that we may recover these costs by attaining corresponding revenue growth. If we are unable to recover our marketing and advertising costs, it could have a material adverse effect on our growth, results of operations and financial condition.

Our efforts to maintain the trust of and deliver value to our users depend on our ability to develop and operatemaintain our RideNow brand and on the reputation of brands we represent in our dealership locations. If our current and potential customers perceive that we are not focused on providing them with a better powersports experience, our reputation will be adversely affected. Consumers are increasingly shopping for new and pre-owned powersports vehicles, vehicle repair and maintenance services, and other vehicle products and services online and through mobile applications, including through third-party online
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and mobile sales platforms, with which we compete. If we fail to preserve the value of our retail brands, maintain our reputation, or attract consumers, our business generate revenue, or achieve or maintain profitability.could be adversely impacted.

Our annualsales of powersports vehicles and quarterly operating resultsgross profit may fluctuate significantlybe adversely impacted by declining prices for new or may fall below the expectationspre-owned vehicles and short supply of investorsnew or securities analysts, each of which may cause our stock price to fluctuate or decline.pre-owned vehicles.

We expectbelieve when prices for pre-owned powersports vehicles have declined, it can have the effect of reducing demand among retail purchasers for new vehicles at or near manufacturer's suggested retail prices. Further, powersports vehicle manufacturers can and do take actions that influence the markets for new and pre-owned vehicles. For example, introduction of new models with significantly different functionality, technology, or other customer satisfiers can result in increased supply of pre-owned vehicles, and a corresponding decrease in price of pre-owned vehicles. Also, while historically manufacturers have taken steps designed to balance production volumes for new vehicles with demand, those steps have not always proven effective. In other instances, manufacturers have chosen to supply new vehicles to the market in excess of demand at reduced prices which has the effect of reducing demand for pre-owned vehicles.

During COVID-19, we experienced an imbalance in demand and supply for new and pre-owned powersports vehicles and the price for pre-owned vehicles increased. As a result, we acquired certain pre-owned inventory at elevated prices to ensure a continuous level of supply. As supply of new powersports improved and selling prices returned to more normal, pre-pandemic levels, we were impacted by a $12.6 million write-down of inventory to net realizable value in 2023. If we fail to acquire new or pre-owned inventory in sufficient amounts at competitive market pricing, our operatingsales and gross profit could be materially and adversely affected.

Adverse conditions affecting one or more of the powersports manufacturers with which we hold franchises, or their inability to deliver a desirable mix of vehicles could have a material adverse effect on our new powersports vehicle retail business.

Historically, our retail locations have generated most of their revenue through new powersports vehicle sales and related sales of higher-margin products and services, such as finance and insurance products and vehicle-related parts and service. As a result, our business and results of operations depend on various aspects of vehicle manufacturers’ or OEM’s operations, which are outside of our control. Our ability to sell new powersports vehicles is dependent on our manufacturers’ ability to design and produce, and willingness to allocate and deliver to us, a desirable mix of popular new vehicles that consumers demand. Popular vehicles may often be difficult to obtain from manufacturers for several reasons, including the fact that manufacturers generally allocate their vehicles based on sales history. Further, if a manufacturer fails to produce desirable vehicles or develops a reputation for producing undesirable vehicles or produces vehicles that do not comply with applicable laws or government regulations, our revenue could be adversely affected as consumers shift their vehicle purchases away from that brand.

Although we seek to limit dependence on any one OEM, there can be no assurance the brand mix allocated and delivered to us will be sufficiently diverse to protect us from a significant decline in the desirability of vehicles manufactured by a particular manufacturer or disruptions in a manufacturer’s ability to produce vehicles. For the year ended December 31, 2023, OEMs representing 10% or more of RumbleOn’s revenue from new powersports vehicle sales were as follows:
Manufacturer (Powersports Vehicle Brands):% of Total
New Vehicle Revenue
Polaris29.3%
BRP25.6%
Harley-Davidson11.3%

In addition, the powersports manufacturing supply chain spans the globe. As such, supply chain disruptions may affect the flow of vehicle and parts inventories to an OEM’s manufacturing partners or to us. Such continued disruptions could have a material adverse effect on our business, results of operations, financial condition, and cash flows.

We are dependent on our relationships with the manufacturers of powersports vehicles we sell and are subject to annualrestrictions imposed by these vehicle manufacturers. Any of these restrictions or any changes or deterioration of these relationships could have a material adverse effect on our business, financial condition, results of operations, and quarterly fluctuations, and they will be affected by numerous factors, including:
cash flows.
a change in consumer discretionary spending;7



a shift in

We are dependent on our relationships with the mix and typemanufacturers of the vehicles we sell, which can exercise a great deal of control and influence over our day-to-day operations, as a result of the terms of our agreements with them. We may obtain new powersports vehicles from manufacturers, service vehicles, sell new vehicles, and display vehicle manufacturers’ trademarks only to the extent permitted under these agreements. The terms of these agreements may conflict with our interests and objectives and may impose limitations on key aspects of our operations, including our acquisition strategy.
For example, manufacturers can set performance standards with respect to sales volume, sales effectiveness, and customer satisfaction, and require us to obtain manufacturer consent before we can acquire dealerships selling a manufacturer’s vehicles. From time to time, we may be precluded under agreements with certain manufacturers from acquiring additional franchises, or subject to other adverse actions, to the extent we are not meeting certain performance criteria at existing stores until performance improves in accordance with the agreements, subject to applicable state franchise laws. In addition, many vehicle manufacturers place limits on the total number of franchises that any group of affiliated dealerships may own and certain manufacturers place limits on the number of franchises or share of total brand vehicle sales that may be maintained by an affiliated dealership group on a national, regional or local basis, as well as limits on store ownership in contiguous markets. If we reach any of these limits, we may be prevented from making further acquisitions, or we may be required to dispose of certain dealerships, which could resultadversely affect our future growth. We cannot provide assurance that manufacturers will approve future acquisitions timely, if at all, which could significantly impair the execution of our acquisition strategy.

Manufacturers can also establish new franchises or relocate existing franchises, subject to applicable state franchise laws. The establishment or relocation of franchises in lower sales priceour current markets could have a material adverse effect on the business, financial condition, and lower gross profit;
results of operations of our retail locations in the market in which the action is taken.

We may be subject to product liability claims if people or property are harmed by the products we sell, and we may be adversely impacted by manufacturer safety recalls.
weather, which
We may impactbe subject to product liability claims if people or property are harmed by the ability or desire for potential end customersproducts we sell and may be adversely impacted by manufacturer safety recalls. Some of the products we sell may expose us to consider whether they wish to own a powersports and recreational vehicle;
the timing and cost of, and level of investment in, development activitiesproduct liability claims relating to personal injury, death, or environmental or property damage, and may require product recalls or other actions. Although we maintain liability insurance, we cannot be certain that our insurance coverage will be adequate for losses actually incurred or that insurance will continue to be available to us on economically reasonable terms, or at all. In addition, even if a product liability claim is not successful or is not fully pursued, the negative publicity surrounding a product recall or any assertion that the products sold by the Company caused property damage or personal injury could damage brand image and our reputation with existing and potential consumers and have a material adverse effect on our business, financial condition and results of operations. In the event of a manufacturer safety recall, we may be required to stop selling certain vehicles, which could impact our revenue and profitability.

Failure to adequately protect our intellectual property could harm our business and operating results.

We rely on a combination of patent, trademark, trade secret, and copyright law and contractual restrictions to protect our intellectual property, including our proprietary Cash Offer technology. These mechanisms may not effectively prevent unauthorized use or disclosure of our confidential information, intellectual property, or technology and may not provide an adequate remedy in the event of unauthorized use or disclosure of our confidential information, intellectual property, or technology. Despite our efforts to protect our proprietary rights, unauthorized parties may attempt to copy aspects of our website features, software, development and services, whichfunctionality or obtain and use information that we consider proprietary. Competitors may change from timeadopt service names similar to time;
ours, thereby harming our ability to attract, hirebuild brand identity and retain qualified personnel;
possibly leading to user confusion. The failure to protect our intellectual property, including from unauthorized uses, could erode consumer trust and our brand and have a material adverse effect on our business.

Financial Risks

Wehaveincurredsignificantindebtedness,whichcouldadverselyaffectus,includingourbusiness flexibility.

We have a substantial amount of debt, which has had and will continue to have the effect, among other things, of reducing our flexibility to respond to changing business and economic conditions, and we have a substantial amount of interest expense. The level of indebtedness, including the applicable interest payments, could also reduce funds available for working capital, capital expenditures, and other general corporate purposes, and may create competitive disadvantages for us relative to
expenditures that we will or may incur to acquire or develop additional product and service offerings;8



future accounting pronouncements or changes in our accounting policies; and

the changing and volatile U.S., European and global economic environments.
competitors with lower debt levels. If our annualfinancial performance does not meet our current expectations, then our ability to service the indebtedness may be adversely impacted.

At June 30, 2023, the Company was not in compliance with certain leverage ratio financial covenants under the Oaktree Credit Agreement. In consideration of additional covenants with requirements for the Company to monetize certain assets and raise capital through an equity offering and use part of the proceeds to pay down debt, as well as issuing warrants to the lenders, the lenders agreed to eliminate certain performance covenants and make certain financial covenants less restrictive for certain periods, all as discussed in more detail in Note 9. The elimination of the June 30, 2023 leverage ratio financial covenants was made effective as of June 30, 2023, and the lenders agreed that no event of default existed from such leverage ratio financial covenants as of such date. The Company has established internal controls in place to monitor compliance with the financial covenants. In the event that the Company is unable to comply with the current less restrictive covenants, or quarterly operating results fall below the expectations of investors or securities analysts,original covenants in the price of our Class B Common Stock could decline substantially. Furthermore, any annual or quarterly fluctuations in our operating results may, in turn, causefuture, there is no assurance that the price of our stock to fluctuate substantially. We believe that annual and quarterly comparisons of our financial results are not necessarily meaningful and should not be relied upon as an indication of our future performance.
The initial development and progress of our business to date may not be indicative of our future growth prospects and, if we continue to grow rapidly, we may notCompany will be able to manage our growth effectively.
We expect that, inobtain a subsequent adjustment of such financial covenants. The failure to meet financial covenants under the future, as our revenue increases, our rate of growth will decline. In addition, we will not be ableOaktree Credit Agreement, or to grow as fast or at all if we do not accomplish the following:
maintain and grow our regional partner network;
increase the number of users of our products and services, and in particular the number of unique visitors to our website and our branded mobile applications;
increase the number of transactions between our users and both RumbleOn and our regional partners;
introduce third party ancillary products and services;
acquire sufficient number of pre-owned vehicles at attractive cost; and
sell sufficient number of pre-owned vehicles at acceptable prices.
We may not successfully accomplish any of these objectives. We plan to continue our investment in future growth. We expect to continue to expend substantial financial and other resources on:
marketing and advertising;

product and service development; including investments in our website, business processes, infrastructure, inventory, product and service development team and the development of new products and services and new features for existing products; and
general administration, including legal, accounting and other compliance expenses related to beingobtain a public company.
In addition, our anticipated growth may place and may continue to place significant demandswaiver, would have a material adverse effect on our managementbusiness, financial condition, and our operational and financial resources. As we grow, we expect to hire additional personnel. Also, our organizational structure will become more complex as we add additional staff, and we will need to ensure we adequately develop and maintain operational, financial and management controls as well as our reporting systems and procedures.
results of operation.

We may require additional financing or capital to pursue our business objectives and respond to business opportunities, challengesacquisitions or because of unforeseen circumstances. If financing or capital is not available on terms acceptable to us or at all, we may not be able to develop and grow our business as anticipated and our business, operating results, and financial condition may be harmed.

We intend to continue to makemaking investments to support the development and growth of our business and we may require additionalto make strategic acquisitions. Additional financing or capital to pursue our business objectives and respond to business opportunities, challenges or unforeseen circumstances. Accordingly, we may need to engage in equity or debt financings to secure additional funds. However, additional funds may not be available when we need them,it, on terms that are acceptable to us, or at all. Volatility in the credit markets may also have an adverse effect onAlthough we intend to self-fund our abilitygrowth initiatives, if we determine to obtain debt financing. Also, the incurrence of leverage, the debt service requirements resulting therefrom, and the possibility of a need for financing or any additional financing could have important and negative consequences, including the following: (a) the Company’s ability to obtain additional financing for working capital, capital expenditures, or general corporate or other purposes may be impaired in the future; (b) certain future borrowings may be at variable rates of interest, which will expose the Company to the risk of increased interest rates; (c) the Company may need to use a portion of the money it earns to pay principal and interest on their credit facilities, which will reduce the amount of money available to finance operations and other business activities, repay other indebtedness, and pay distributions; and (d) substantial leverage may limit the Company’s flexibility to adjust to changing economic or market conditions, reduce their ability to withstand competitive pressures and make them more vulnerable to a downturn in general economic conditions.
If we raise additional fundscapital through further issuances of equity or convertible debt, securities, our existing stockholders could suffer significant dilution, and any new equity securities we issue could have rights, preferences, and privileges superior to those of holders of our common stock. In addition, we may need to refinance all or a portion of our existing debt. If we are unable to obtain adequate financing or financing on terms satisfactory to us when we require it, our ability to continue to pursue our business objectives and to respond to business opportunities, challenges, or unforeseen circumstances could be significantly limited, and our business, operating results, financial condition, and prospects could be adversely affected.

The success ofWe are subject to interest rate risk in connection with our business relies heavily on our marketing and branding efforts, especially with respect to the RumbleOn websitefloorplan payables and our branded mobile applications, and these efforts may not be successful.
We believeother debt instruments that an important component of our development and growth will be the business derived from the RumbleOn website and our branded mobile applications. Because RumbleOn is a consumer brand, we rely heavily on marketing and advertising to increase the visibility of this brand with potential users of our products and services.
Our business model relies on our ability to scale rapidly and to decrease incremental user acquisition costs as we grow. Some of our methods of marketing and advertising may not be profitable because they may not result in the acquisition of a sufficient users visiting our website and mobile applications such that we may recover these costs by attaining corresponding revenue growth. If we are unable to recover our marketing and advertising costs through increases in user traffic and in the number of transactions by users of our platform, it could have a material adverse effect on our growth,profitability.

Our floorplan payables, revolving credit facility, and other debt instruments are subject to variable interest rates. Accordingly, our interest expense will fluctuate with changing market conditions and will increase if interest rates rise. Instability or disruptions of the capital markets, including credit markets, or the deterioration of our financial condition due to internal or external factors, could restrict or prohibit our access to capital markets and increase our financing costs. In addition, our net new inventory carrying cost (new vehicle floorplan interest expense net of floorplan assistance that we receive from powersports manufacturers) may increase due to changes in interest rates, inventory levels, and manufacturer assistance. A significant increase in interest rates or decrease in manufacturer floorplan assistance could have a material adverse effect on our business, financial condition, results of operations, or cash flows.

Restrictive covenants in our debt agreements could limit the implementation of our business strategy.

Our debt agreements impose operating and financial restrictions on us. These restrictions limit our ability and that of our subsidiaries to, among other things: (i) incur additional indebtedness; (ii) make investments or loans; (iii) create liens; (iv) consummate mergers and similar fundamental changes; (v) make restricted payments; (vi) make investments in unrestricted subsidiaries; (vii) enter into transactions with affiliates; and (viii) use proceeds from asset sales.

We may be prevented from taking advantage of business opportunities that arise because of the limitations imposed on us by the restrictive covenants under our debt agreements. The restrictions contained in the covenants could: (i) limit our ability to plan for or react to market conditions, to meet capital needs, or otherwise to restrict our activities or business strategy; and (ii) adversely affect our ability to finance our operations, enter into acquisitions or divestitures or engage in other business activities that would be in our interest.

A breach of any of these covenants or our inability to comply with the required financial ratios or financial condition tests could result in a default under our debt agreements that, if not cured or waived, could result in acceleration of all
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indebtedness outstanding thereunder and cross-default rights under our other debt. In addition, in the event of default under our credit facilities, the affected lenders could foreclose on the collateral securing such credit facility and require repayment of all borrowings outstanding thereunder. If the amounts outstanding under the credit facilities or any of our other indebtedness were to be accelerated, our assets may not be sufficient to repay in full the amounts owed to the lenders or to our other debt holders.

Industry Risks

The powersports industry is sensitive to unfavorable changes in general economic conditions and various other factors that could affect demand for our products and services, which could have a material adverse effect on our business, our ability to implement our strategy and our results of operations.

Our performance is impacted by general economic conditions, such as changes in employment levels, consumer demand, preferences and confidence levels, the availability and cost of credit, fuel prices, levels of discretionary personal income, inflation, and interest rates. Recently, inflation has increased throughout the U.S. economy. Inflation can adversely affect us by increasing the costs of labor, fuel and other costs as well as by reducing demand for powersports vehicles. In addition, rapid changes in fuel prices can cause shifts in consumer preferences that are difficult to accommodate given the long lead-time of inventory acquisition. Inflation is also often accompanied by higher interest rates, which could reduce the fair value of our outstanding debt obligations. Changes in interest rates can also significantly impact new and pre-owned powersports vehicle sales and vehicle affordability due to the direct relationship between interest rates and monthly loan payments, a critical factor for many powersports buyers, and the impact interest rates have on customers’ borrowing capacity and disposable income. We have experienced, and continue to experience, increases in the prices of labor, fuel, and other costs of providing service. These impacts related to inflation could have a material adverse effect on our business, financial condition, and results of operation.

Retail powersports sales are cyclical and historically have experienced periodic downturns characterized by oversupply and weak demand, which could result in a need to lower the prices at which we sell our powersports offering, which would reduce revenue per vehicle sold and margins. Additionally, a shift in consumer’s vehicle preferences driven by pricing, fuel costs or other factors may have a material adverse effect on our revenue, margins, and results of operations.

We participate in a highly competitive market for powersports products and services, and pressure from existing and new companies may adversely affect our business and operating results.

The powersports retail and service industry is highly competitive with respect to price, service, location, and selection.
Our competition includes: (i) franchised powersports dealerships in its markets that sell the same or similar new and pre-owned vehicles; (ii) privately negotiated “peer-to-peer” sales of pre-owned powersports vehicles; (iii) other pre-owned powersports vehicle retailers, including regional and national rental companies; (iv) internet-based pre-owned powersports vehicle brokers that sell pre-owned vehicles to consumers; (v) service center and parts supply chain stores; and (vi) independent service and repair shops.

We do not have a material cost advantage over other retailers in purchasing new powersports vehicles from manufacturers. We typically rely on our advertising, merchandising, sales expertise, service reputation, strong local branding, and location to sell our products. Because our dealer agreements grant only a non-exclusive right to sell a manufacturer’s product within a specified market area, our revenue, gross profit, and overall profitability may be materially adversely affected if competing dealerships expand their market share. Further, our vehicle manufacturers may decide to award additional franchises in our markets in ways that negatively impact our sales.

We believe that our proprietary Cash Offer technology provides us with a competitive advantage in purchasing pre-owned powersports vehicles directly from customers. However, there are low barriers to enter the online marketplace for powersports and we expect that competitors, both new and existing, will continue to enter the online marketplace with competing brands, business models, products, and services, which could make it difficult to acquire inventory, attract customers, and sell vehicles at a profitable price. Some of these companies have significantly greater resources than we do and may be able to provide customers access to a greater inventory of powersports vehicles at lower prices or purchase vehicles from consumers at higher prices while delivering a competitive overall experience.

Our current and potential competitors may have significantly greater financial, technical, marketing, and other resources than we have, and the ability to devote greater resources to the development, promotion and support of their products and services. Additionally, they may have more extensive industry relationships, longer operating histories, and greater name recognition than we have. As a result, these competitors may be able to respond more quickly with new technologies and to
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undertake more extensive marketing or promotional campaigns. If we are unable to compete with these companies, the demand for our vehicles, products, and services could substantially decline.

In addition, if one or more of our competitors were to merge or partner with another of our competitors, the change in the competitive landscape could adversely affect our ability to compete effectively. We may not be able to compete successfully against current or future competitors, and competitive pressures may harm our revenue, business, and financial results.

There is substantial competition in the transportation services industry.

Competition in the transportation services industry is intense and broad-based. We compete against traditional and non-traditional companies, including transportation providers that own or operate their own equipment, third-party freight brokers, technology services companies, freight brokers, carriers offering transportation services services, and on-demand transportation service providers. In addition, customers can bring in-house some of the services we provide to them. Increased competition could reduce our market opportunity and create downward pressure on rates, which could adversely affect our revenue, gross profit and results of operation. Many of our competitors are larger than us and may devote resources to the development of services and technologies.  If we are unable to compete with these additional offerings, or the breadth of services offered by some of our competitors, we may be unable to retain, or attract, customers, which would adversely affect our business. 

If powersports vehicle manufacturers reduce or discontinue sales incentive, warranty, or other promotional programs, our financial condition, results of operations, and cash flows may be materially adversely affected.

We benefit from sales incentive, warranty, and other promotional programs of powersports vehicle manufacturers that are intended to promote and support their respective new vehicle sales. Key incentive programs include: (i) customer rebates on new vehicles; (ii) dealer incentives on new vehicles; (iii) special financing or leasing terms; (iv) warranties on new and pre-owned vehicles; and (v) sponsorship of pre-owned vehicle sales by authorized new vehicle dealers. Vehicle manufacturers often make changes to their incentive programs. Any reduction or discontinuation of manufacturers’ incentive programs for any reason, including a supply and demand imbalance, may reduce our sales volume which, in turn, could have a material adverse effect on our results of operations, cash flows, and financial condition.

TheSeasonalityorweathertrendsmaycausefluctuationsinourrevenueandoperatingresults.

Our revenue trends are likely to be a reflection of consumers' powersports vehicle buying patterns. Because different types of vehicles are designed for different seasons, our revenue may be cyclical. Historically, the powersports industry has been seasonal, with traffic and sales strongest in the spring and summer quarters. Sales and traffic are typically slowest in the winter but increase in spring and summer, coinciding with tax refund season and the coming warmer months. Our business is also impacted by cyclical trends affecting the overall economy, as well as by actual or threatened severe weather events.

We provide transportation services through external carriers to transport vehicles, including transportation providers that own or operate their own equipment, and we are subject to business risks and costs associated with the transportation industry.

We provide transportation services through external carriers to transport vehicles between and among customers or distribution network providers, and auction partners. As a result, we are exposed to risks associated with the transportation industry such as weather, traffic patterns, gasoline prices, recalls affecting our service providers, local and federal regulations, vehicular crashes, insufficient internal capacity, rising prices of external transportation vendors, fuel prices, taxes, license and registration fees, insurance premiums, self-insurance levels, difficulty in recruiting and retaining qualified drivers, disruption of our technology systems, and increasing equipment and operational costs. Our failure to developsuccessfully manage our transportation services and maintainfulfillment process could cause a disruption in our brand could harm our ability to grow unique visitor trafficinventory supply chain and to expand our regional partner network.
Developing and maintaining the RumbleOn brand will depend largely on the success of our efforts to maintain the trust of our users and dealers and to deliver value to each of our users and dealers. If our potential users perceive that we are not focused primarily on providing them with a better pre-owned vehicle buying experience, our reputation and the strength of our brand will be adversely affected.
Complaints or negative publicity about our business practices, our marketing and advertising campaigns, our compliance with applicable laws and regulations, the integrity of the data that we provide to users, data privacy and security issues, and other aspects of our business, irrespective of their validity, could diminish users’ and dealers’ confidence in and the use of our products and services anddistribution, which may adversely affect our brand. There can be no assurance that we will be able to develop, maintain or enhance our brand,operating results and failure to do so would harm our business growth prospects and operating results.financial condition.

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Technology Risks

We rely on Internet search engines to drive traffic to our website, and if we fail to appear prominently in the search results, our traffic would decline, and our business would be adversely affected.

We depend in part on Internet search engines and social media such as Google™, Bing™, and Facebook™ to drive traffic to our website.corporate website and to the websites of our dealer network. For example, when a user searches the internet for a particular type of powersports or recreational vehicle, we will rely on a high organic search ranking of our webpages in these search results to refer the user to our website.websites. However, our ability to maintainobtain such high, non-paid search result rankings is not within our control. Our competitors’competitors' Internet search engine and social media efforts may result in their websites receiving a higher search result page ranking than ours, or Internet search engines could revise their methodologies in a way that would adversely affect our search result rankings. If Internet search engines or social media companies modify their search algorithms or display technologies in ways that are detrimental to us, or if our competitors’competitors' efforts are more successful than ours, overall growth in our usercustomer base could slow or our usercustomer base could decline. Internet search engine providers could provide recreationpowersports vehicle dealer and pricing information directly in search results, align with our competitors or choose to develop competing services. Any reduction in the number of users directed to our websitewebsites through Internet search engines could harm our business and operating results.

A significant disruption in service on our website or of our mobile applicationswebsites could damage our reputation and result in a loss of consumers, which could harm our business, brand, operating results, and financial condition.

Our brand, reputation, and ability to attract consumers, affinity groups and advertisers depend on the reliable performance of our technology infrastructure and content delivery. We may experience significant interruptions with our systems in the future.systems. Interruptions in these systems, whether due to system failures, computer viruses, or physical or electronic break-ins, could affect the security or availability of our products on our website and mobile application,websites, and prevent or inhibit the ability of consumers to access our products. Problems with the reliability or security of our systems could harm our reputation, result in a loss of consumers dealers and affinity group marketing partners,dealers, and result in additional costs.

We intend to locate our communications, network, and computer hardware used to operate our website and mobile applications at facilities in various parts of the country to minimize the risk and create an environment where we can remain online if one of the facilities in which our equipment is housed goes offline. Nevertheless, we willdo not own or control the operation of these facilities, and our systems and operations willmay be vulnerable to damage or interruption from fire, flood, power loss, telecommunications failure, terrorist attacks, acts of war, electronic and physical break-ins, computer viruses, earthquakes, and similar events. The occurrence of any of these events could result in damage to our systems and hardware or could cause them to fail.

Problems faced by any third-party web hosting providers we may utilize could adversely affect the experience of our consumers. Any third-party web hosting providers could close their facilities without adequate notice. Any financial difficulties, up to and including bankruptcy, faced by any third-party web hosting providers or any of the service providers with whom they contract may have negative effects on our business, the nature and extent of which are difficult to predict. If our third-party web hosting providers are unable to keep up with our growing capacity needs, our business could be harmed.

Any errors, defects, disruptions, or other performance or reliability problems with our network operations could cause interruptions in access to our products, as well as delays and additional expense in arranging new facilities and services, and could harm our reputation, business, operating results, and financial condition.
We may be unable to maintain or grow relationships with information data providers or may experience interruptions in the data feeds they provide, which may limit the information that we are able to provide to our users and regional partners as well as adversely affect the timeliness of such information and may impair our ability to attract or retain consumers and our regional partners and to timely invoice all parties.
We expect to receive data from third-party data providers, including our network of dealers, dealer management system data feed providers, data aggregators and integrators, survey companies, purveyors of registration data and possibly others. There may be some instances in which we use this information to collect a transaction fee from those dealers and recognize revenue from the related transactions.
From time to time, we may experience interruptions in one or more data feeds that we receive from third-party data providers, particularly dealer management system data feed providers, in a manner that affects our ability to timely invoice the dealers in our network. These interruptions may occur for a number of reasons, including changes to the software used by these data feed providers and difficulties in renewing our agreements with third-party data feed providers. Additionally, when an interruption ceases, we may not always be able to collect the appropriate fees and any such shortfall in revenue could be material to our operating results.
If we are unable to provide a compelling powersport or recreation vehicle buying experience to our users, the number of transactions between our users, RumbleOn and dealers will decline, and our revenue and results of operations will suffer harm.
We cannot assure you that we are able to provide a compelling vehicle buying experience to our users, and our failure to do so will mean that the number of transactions between our users, RumbleOn and dealers will decline, and we will be unable to effectively monetize our user traffic. We believe that our ability to provide a compelling powersport and recreation vehicle buying experience is subject to a number of factors, including:
our ability to launch new products that are effective and have a high degree of consumer engagement; and
compliance of the dealers and regional auctions within our network with applicable laws, regulations and the rules of our platform.
If key industry participants, including powersports and recreation vehicle dealers and regional auctions, perceive us in a negative light or our relationships with them suffer harm, our ability to operate and grow our business and our financial performance may be damaged.
We anticipate that we will derive a significant portion of our revenue from fees paid by existing powersports and recreation vehicle dealers for dealer services we may provide them. In addition, we intend to utilize a select set of regional partners to perform services for our benefit, including, among other things, vehicle reconditioning, vehicle storage and vehicle photography. If our relationships with our network of regional partners suffer harm in a manner that leads to the departure of these regional partners from our network, then our ability to operate our business, grow revenue, and lower our costs will be adversely affected.
We cannot assure you that we will maintain strong relationships with the regional partners in our network or that we will not suffer partner attrition in the future. We may also have disputes with regional partners from time to time, including relating to the collection of fees from them and other matters. We may need to modify our products, change pricing or take other actions to address regional partner concerns in the future. If we are unable to create and maintain a compelling value proposition for regional partners to become and remain in our network, our network will not grow and may begin to decline. If a significant number of these regional partners decided to leave our network or change their financial or business relationship with us, then our business, growth, operating results, financial condition and prospects could suffer. Additionally, if we are unable to attract regional partners to our network, our growth could be impaired.
The growth of our business relies significantly on our ability to increase the number of regional partners in our network such that we are able to increase the number of transactions between our users and regional partners. Failure to do so would limit our growth.
Our ability to grow the number of regional partners in our network is an important factor in growing our business. We are a new participant in the powersport and recreational vehicle industry, our business may be viewed in a negative light by powersports and recreation vehicle dealerships, and there can be no assurance that we will be able to maintain or grow the number of regional partners in our network.
Our ability to grow our complementary product offerings may be limited, which could negatively impact our development, growth, revenue and financial performance.
As we introduce or expand additional offerings for our platform, such as recreation vehicle trade-ins, lead management, transaction processing, financing, maintenance and insurance, we may incur losses or otherwise fail to enter these markets successfully. Our expansion into these markets may place us in competitive and regulatory environments with which we are unfamiliar and involves various risks, including the need to invest significant resources and the possibility that returns on such investments will not be achieved for several years, if at all. In attempting to establish such new product offerings, we may incur significant expenses and face various other challenges, such as expanding our sales force and management personnel to cover these markets and complying with complicated regulations that apply to these markets. In addition, we may not successfully demonstrate the value of these ancillary products to consumers or dealers, and failure to do so would compromise our ability to successfully expand into these additional revenue streams.
We rely on third-party financing providers to finance a portion of our customers’ vehicle purchases.
We rely on third-party financing providers to finance a portion of our customers’ vehicle purchases. Accordingly, our revenue and results of operations are partially dependent on the actions of these third parties. We provide financing to qualified customers through a number of third-party financing providers. If one or more of these third-party providers cease to provide financing to our customers, provide financing to fewer customers or no longer provide financing on competitive terms, it could have a material adverse effect on our business, sales and results of operations. Additionally, if we were unable to replace the current third-party providers upon the occurrence of one or more of the foregoing events, it could also have a material adverse effect on our business, sales and results of operations. We rely on third-party providers to supply EPP products to our customers. Accordingly, our revenue and results of operations will be partially dependent on the actions of these third-parties. If one or more of these third-party providers cease to provide EPP products, make changes to their products or no longer provide their products on competitive terms, it could have a material adverse effect on our business, revenue and results of operations. Additionally, if we were unable to replace the current third-party providers upon the occurrence of one or more of the foregoing events, it could also have a material adverse effect on our business, revenue and results of operations.
Our sales of powersports/recreation vehicles may be adversely impacted by increased supply of and/or declining prices for pre-owned powersports and recreational vehicles and excess supply of new powersports and recreational vehicles.
We believe when prices for pre-owned powersports and recreational vehicles have declined, it can have the effect of reducing demand among retail purchasers for new powersports and recreational vehicles (at or near manufacturer’s suggested retail prices). Further, the manufacturers of powersports and recreational vehicles can and do take actions that influence the markets for new and pre-owned powersports and recreational vehicles. For example, introduction of new models with significantly different functionality, technology or other customer satisfiers can result in increased supply of pre-owned powersports and recreational vehicles, and a corresponding decrease in price of pre-owned powersports and recreational vehicles. Also, while historically manufacturers have taken steps designed to balance production volumes for new powersports and recreational vehicles with demand, those steps have not always proven effective. In other instances, manufacturers have chosen to supply new powersports and recreational vehicles to the market in excess of demand at reduced prices which has the effect of reducing demand for pre-owned powersports and recreational vehicles.
We rely on a number of third parties to perform certain operating and administrative functions for the Company.
We rely on a number of third parties to perform certain operating and administrative functions for us. We may experience problems with outsourced services, such as unfavorable pricing, untimely delivery of services, or poor quality. Also, these third parties may experience adverse economic conditions due to difficulties in the global economy that could lead to difficulties supporting our operations. In light of the amount and types of functions that we will outsource, these service provider risks could have a material adverse effect on our business and results of operations.
We participate in a highly competitive market, and pressure from existing and new companies may adversely affect our business and operating results.
We face significant competition from companies that provide listings, information, lead generation, and powersports and recreation vehicle buying services designed to reach consumers and enable dealers to reach these consumers. We will compete for a share of overall powersports and recreation vehicle purchases as well as powersport and recreation vehicle dealer’s marketing and technology spend. To the extent that powersports and recreation vehicle dealers view alternative strategies to be superior to RumbleOn, we may not be able to maintain or grow the number of dealers in our network, we may sell fewer powersports and recreation vehicles to users of our platform, and our business, operating results and financial condition will be harmed.
We also expect that new competitors will continue to enter the online powersports and recreation vehicle retail industry with competing products and services, which could have an adverse effect on our revenue, business and financial results.
Our competitors could significantly impede our ability to expand our network of dealers and regional auctions and to reach consumers. Our competitors may also develop and market new technologies that render our existing or future products and services less competitive, unmarketable or obsolete. In addition, if our competitors develop products or services with similar or superior functionality to our solutions, we may need to decrease the prices for our solutions in order to remain competitive. If we are unable to maintain our current pricing structure due to competitive pressures, our revenue will be reduced, and our operating results will be negatively affected.
Our current and potential competitors may have significantly more financial, technical, marketing and other resources than we have, and the ability to devote greater resources to the development, promotion, and support of their products and services. Additionally, they may have more extensive recreation vehicle industry relationships than we have, longer operating histories and greater name recognition. As a result, these competitors may be better able to respond more quickly to undertake more extensive marketing or promotional campaigns. If we are unable to compete with these companies, the demand for our products and services could substantially decline.
In addition, if one or more of our competitors were to merge or partner with another of our competitors, the change in the competitive landscape could adversely affect our ability to compete effectively. Our competitors may also establish or strengthen cooperative relationships with our current or future third-party data providers, technology partners, or other parties with whom we may have relationships, thereby limiting our ability to develop, improve, and promote our solutions. We may not be able to compete successfully against current or future competitors, and competitive pressures may harm our revenue, business and financial results.
Seasonality or weather trends may cause fluctuations in our unique visitors, revenue and operating results.
Our revenue trends are likely to be a reflection of consumers’ recreation vehicle buying patterns. While different types of recreation vehicles are designed for different seasons (motorcycles are typically for non-snow seasons, while snowmobiles are typically designed for winter), our revenue may be cyclical if, for example, powersport and recreation vehicles and powersports and recreational dealers continue to represent a large percentage of our revenue. Historically, the industry has been seasonal with traffic and sales strongest in the spring and summer quarters. Sales and traffic are typically slowest in the fall quarter but increase in February and March, coinciding with tax refund season. Our business will also be impacted by cyclical trends affecting the overall economy, specifically the retail recreation vehicle industry, as well as by actual or threatened severe weather events.

We collect, process, store, share, disclose and use personal information and other data, and our actual or perceived failure to protect such information and data could damage our reputation and brand and harm our business and operating results.

We collect, process, store, share, disclose, and use personal information and other data provided by consumers, dealers and auctions. We rely on encryption and authentication technology licensed from third parties to effect secure transmission of such information. We may need to expend significant resources to protect against security breaches or to address problems caused by breaches. Any failure or perceived failure to maintain the security of personal and other data that is provided to us by consumers and dealers could harm our reputation and brand and expose us to a risk of loss or litigation and possible liability, any of which could harm our business and operating results. In addition, from time to time, it is possible that concerns will be expressed about whether our products, services, or processes compromise the privacy of our users. Concerns about our practices with regard to the collection, use or disclosure of personal information or other privacy related matters, even if unfounded, could harm our business and operating results.
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There are numerous federal, state, and local laws around the world regarding privacy and the collection, processing, storing, sharing, disclosing, using, and protecting of personal information and other data, the scope of which are changing, subject to differing interpretations, and which may be costly to comply with and may be inconsistent between countries and jurisdictions or conflict with other rules. We generally comply with industry standards and are subject to the terms of our privacy policies and privacy-related obligations to third parties. We strive to comply with all applicable laws, policies, legal obligations and industry codes of conduct relating to privacy and data protection, to the extent possible. However, it is possible that these obligations may be interpreted and applied in new ways or in a manner that is inconsistent from one jurisdiction to another and may conflict with other rules or our practices or that new regulations could be enacted. Any failure or perceived failure by us to comply with our privacy policies, our privacy-related obligations to consumers or other third parties, or our privacy-related legal obligations, or any compromise of security that results in the unauthorized release or transfer of sensitive information, which may include personally identifiable information or other user data, may result in governmental enforcement actions, litigation or public statements against us by consumer advocacy groups or others and could cause consumers and recreation vehicle dealersour OEM partners to lose trust in us, which could have an adverse effect on our business. Additionally, if vendors, developers, or other third parties that we work with violate applicable laws or our policies, such violations may also put consumer or dealer information at risk and could in turn harm our reputation, business, and operating results.

Regulatory and Government Risks
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Failure to adequatelyIf state laws that protect powersports retailers are repealed, or weakened, our intellectual property could harm our business and operating results.
A portion of our successretail locations may be dependent on our intellectual property, the protectionmore susceptible to termination, non-renewal, or renegotiation of their dealer agreements, which is crucial to the success of our business. We expect to rely on a combination of patent, trademark, trade secret and copyright law and contractual restrictions to protect our intellectual property. In addition, we will attempt to protect our intellectual property, technology, and confidential information by requiring our employees and consultants to enter into confidentiality and assignment of inventions agreements and third parties to enter into nondisclosure agreements. These agreements may not effectively prevent unauthorized use or disclosure of our confidential information, intellectual property, or technology and may not provide an adequate remedy in the event of unauthorized use or disclosure of our confidential information, intellectual property, or technology. Despite our efforts to protect our proprietary rights, unauthorized parties may attempt to copy aspects of our website features, software, and functionality or obtain and use information that we consider proprietary.
Competitors may adopt service names similar to ours, thereby harming our ability to build brand identity and possibly leading to user confusion. In addition, there could be potential trade name or trademark infringement claims brought by owners of other registered trademarks or trademarks that incorporate variations of the term “RumbleOn” or “RMBL.”
We currently hold the “RumbleOn.com” Internet domain name and various other related domain names. The regulation of domain names in the United States is subject to change. Regulatory bodies could establish additional top-level domains, appoint additional domain name registrars, or modify the requirements for holding domain names. As a result, we may not be able to acquire or maintain all domain names that use the name RumbleOn or RMBL.
We may in the future be subject to intellectual property disputes, which are costly to defend and could harm our business and operating results.
We may from time to time face allegations that we have infringed the trademarks, copyrights, patents and other intellectual property rights of third parties, including from our competitors or non-practicing entities.
Patent and other intellectual property litigation may be protracted and expensive, and the results are difficult to predict and may require us to stop offering some features, purchase licenses or modify our products and features while we develop non-infringing substitutes or may result in significant settlement costs.
In addition, we use open source software in our products and will use open source software in the future. From time to time, we may face claims against companies that incorporate open source software into their products, claiming ownership of, or demanding release of, the source code, the open source software or derivative works that were developed using such software, or otherwise seeking to enforce the terms of the applicable open source license. These claims could also result in litigation, require us to purchase a costly license or require us to devote additional research and development resources to change our platform or services, any of which would have a negativematerial adverse effect on our business, results of operations, and operating results.financial condition.

Even ifApplicable state laws generally provide that a vehicle manufacturer may not terminate or refuse to renew a dealer agreement unless it has first provided the dealer with written notice setting forth “good cause” and stating the grounds for termination or non-renewal. Some state laws allow dealers to file protests or petitions or allow them to attempt to comply with the manufacturer’s criteria within a notice period to avoid termination or non-renewal. Our agreements with certain manufacturers contain provisions that, among other things, attempt to limit the protections available to dealers under these matters do not resultlaws, and, though unsuccessful to date, manufacturers’ ongoing lobbying efforts may lead to the repeal or revision of these laws. If these laws are repealed in litigationthe states in which we operate, manufacturers may be able to terminate our franchises without providing advance notice, an opportunity to cure or are resolveda showing of good cause. Without the protection of these state laws, it may also be more difficult for us to renew dealer agreements upon expiration. Changes in our favor or without significant cash settlements, these matters, andlaws that provide manufacturers the time and resources necessary to litigate or resolve them, could harm our business, our operating results and our reputation.
We depend on key personnel to operate our business, and if we are unable to retain, attract and integrate qualified personnel, our ability to develop and successfully growterminate our business could be harmed.
We believe our success will depend on the efforts and talents of our executives and employees, including Marshall Chesrown, our Chairman and Chief Executive Officer, and Steven R. Berrard, our Chief Financial Officer. Our future success depends on our continuing ability to attract, develop, motivate and retain highly qualified and skilled employees. Qualified individuals are in high demand, and we may incur significant costs to attract and retain them. In addition, the loss of any of our senior management or key employeesdealer agreements could materially adversely affect our business, financial condition, and results of operations.

Climate change legislation or regulations restricting emission of greenhouse gases could result in increased operating costs and reduced demand for the powersports vehicles we sell.

The U.S. Environmental Protection Agency has adopted rules under existing provisions of the federal Clean Air Act that require: (1) a reduction in emissions of greenhouse gases from motor vehicles; (2) certain construction and operating permit reviews for greenhouse gas emissions from certain large stationary sources; and (3) monitoring and reporting of greenhouse gas emissions from specified sources on an annual basis. The adoption of any laws or regulations requiring significant increases in fuel economy requirements or new federal or state restrictions on emissions of greenhouse gases from our operations or on vehicles and automotive fuels in the U.S. could adversely affect demand for those vehicles and require us to incur costs to reduce emissions of greenhouse gases associated with our operations.

We operate in a highly regulated industry and are subject to a wide range of federal, state and local laws and regulations. Failure to comply with current or new laws and regulations could have a material adverse effect on our business, results of operations, financial condition, cash flows and reputation.

We are subject to a wide range of federal, state, and local laws and regulations, such as those relating to motor vehicle, retail installment sales, leasing, finance and insurance, marketing, licensing, consumer protection, consumer privacy, escheatment, anti-money laundering, environmental, vehicle emissions and fuel economy, and health and safety. The regulatory bodies that regulate our business include, at the federal level: the Consumer Financial Protection Bureau, the FTC, the DOT, the Occupational Health and Safety Administration, the Department of Justice, and the Federal Communications Commission; at the state level: various state dealer licensing authorities, state consumer protection agencies including state attorney general offices, and state financial and insurance regulatory agencies; and at the municipal level our business is regulated by various municipal authorities covering licensing, zoning, occupancy, and tax obligations. We are subject to compliance audits of our operations by many of these authorities.

13





Vehicle Sales. Our sale and purchase of powersports vehicles, both new and pre-owned, related products and services and third-party finance products, are subject to the state and local dealer licensing requirements in the jurisdictions in which we have retail locations. Regulators of jurisdictions where our customers reside, but in which we do not have a dealer or financing license could require that we obtain a license or otherwise comply with various state regulations. Despite our belief that we are not subject to the licensing requirements of those jurisdictions in which we do not have a physical presence, regulators may seek to impose punitive fines for operating without a license or demand we seek a license in those jurisdictions, any of which may inhibit our ability to executedo business in those jurisdictions, increase our operating expenses and adversely affect our financial condition and results of operations.

Consumer Finance. The financing we offer customers is subject to federal and state laws regulating the advertising and provision of consumer finance options, the collection of consumer credit and financial information, along with requirements related to online payments and electronic funds transfers. Most states regulate retail installment sales, including setting a maximum interest rate, caps on certain fees, or maximum amounts financed. In addition, certain states require that finance companies file a notice of intent or have a sales finance license or an installment sellers license in order to solicit or originate installment sales in that state.

Logistics and Transportation. Our Express transportation services operation, which brokers and facilitates the transportation of vehicles primarily between and among dealers, is subject to motor-carrier rules and regulations promulgated by the DOT and the states through which their customers’ vehicles are transported. Additionally, the vendors whom Express relies upon are subject to federal and state regulation concerning transport vehicle dimensions, transport vehicle conditions, driver motor vehicle record history, driver alcohol and drug testing, and driver hours of service. More restrictive limitations on vehicle weight and size, condition, trailer length and configuration, methods of measurement, driver qualifications, or driver hours of service may increase the costs charged to Express by its vendors, which may adversely affect our financial condition, operating results, and cash flows. If we fail to comply with the DOT regulations or if those regulations become more stringent, we could be subject to increased inspections, audits, or compliance burdens. Regulatory authorities could take remedial action including imposing fines, suspending, or shutting down our Express operations.

Environmental Laws and Regulations. We are subject to a variety of federal, state, and local environmental laws and regulations that pertain to our operations. The regulations concern material storage, air quality, waste handling, and water pollution control. The regulations also regulate our use and operation of gasoline storage tanks, gasoline dispensing equipment, oil tanks, and paint booths among other things. Our business planinvolves the use, handling, and strategy,disposal of hazardous materials and wastes, including motor oil, gasoline, solvents, lubricants, paints, and other substances. We manage our compliance through permitting and operational control.

Facilities and Personnel. Our facilities and business operations are subject to laws and regulations relating to environmental protection and health and safety, and our employment practices are subject to various laws and regulations, including complex federal, state, and local wage and hour and anti-discrimination laws. We may also be liable for employee misconduct and violations of laws or regulations to which we may notare subject.

Federal Advertising Regulations. The FTC has authority to take actions to remedy or prevent advertising practices that it considers to be able to find adequate replacements on a timely basis,unfair or at all. Our executive officers are at-will employees, which means they may terminate their employment relationship with us atdeceptive and that affect commerce in the United States. If the FTC takes the position in the future that any time, and their knowledgeaspect of our business constitutes an unfair or deceptive advertising practice, responding to such allegations could require us to pay significant damages, settlements, and industrycivil penalties, or could require us to make adjustments to our products and services, any or all of which could result in substantial adverse publicity, loss of participating dealers, lost revenue, increased expenses, and decreased profitability.

Federal Antitrust Laws. The antitrust laws prohibit, among other things, any joint conduct among competitors that would be extremely difficult to replace. We cannot ensurelessen competition in the marketplace. Some of the information that we willmay obtain from dealers may be ablesensitive and, if disclosed inappropriately, could potentially be used by dealers to retainimpede competition or otherwise diminish independent pricing activity. A governmental or private civil action alleging the servicesimproper exchange of any members of our senior managementinformation, or unlawful participation in price maintenance or other key employees. If we do not succeed in attracting well-qualified employeesunlawful or retaining and motivating existing employees, our businessanticompetitive activity, even if unfounded, could be materiallycostly to defend and adversely affected.
We may acquire other companies or technologies, which could divert our management’s attention, result in additional dilution to our stockholders and otherwise disrupt our operations and harm our operating results.
Our success will depend, in part, onimpact our ability to maintain and grow our business in responsedealer network. In addition, governmental or private civil actions related to the demands of consumers, dealers and other constituents within the powersports and recreation vehicle industry as well as competitive pressures. In some circumstances, we may determineantitrust laws could result in orders suspending or terminating our ability to do so throughbusiness or otherwise altering or limiting certain of our business practices, including the acquisitionmanner in which we handle or disclose pricing information, or the imposition of complementary businesses and technologies rather than through internal development. The identificationsignificant civil or criminal penalties, including fines or the award of suitable acquisition candidates can be difficult, time-consuming, and costly, and we may not be able to successfully complete identified acquisitions. The risks we facesignificant damages against us in connection with acquisitions include:class action or other civil litigation.

14


diversion of management time


Other. In addition to these laws and focus from operatingregulations that apply specifically to our business, we are also subject to addressing acquisition integration challenges;
coordinationlaws and regulations affecting public companies, including securities laws and Nasdaq listing rules. The violation of technology, research and development and sales and marketing functions;
transitionany of the acquired company’s users to our website and mobile applications;
retention of employees from the acquired company;
cultural challenges associated with integrating employees from the acquired company into our organization;
integration of the acquired company’s accounting, management information, human resources, and otherthese laws or regulations could result in administrative, systems;
the need to implementcivil or improve controls, procedures, and policies at a business that prior to the acquisition may have lacked effective controls, procedures, and policies;
potential write-offs of intangiblescriminal penalties or other assets acquired in such transactions that may have an adverse effect our operating results in a given period;
liability for activities of the acquired company before the acquisition, including patent and trademark infringement claims, violations of laws, commercial disputes, tax liabilities, and other known and unknown liabilities; and
litigation or other claims in connection with the acquired company, including claims from terminated employees, consumers, former stockholders, or other third parties.
Our failure to address these risks or other problems encountered in connection with our future acquisitions and investments could cause us to fail to realize the anticipated benefits of these acquisitions or investments, cause us to incur unanticipated liabilities, and harmcease-and-desist order against our business generally. Future acquisitions could also result in dilutive issuances of our equity securities, the incurrence of debt, contingent liabilities, amortization expenses, or the impairment of goodwill,operations, any of which could harmdamage our reputation and have a material adverse effect on our business, sales and results of operations. We have incurred and will continue to incur capital and operating expenses and other costs to comply with these laws and regulations.

The foregoing description of laws and regulations to which we are or may be subject is not exhaustive, and the regulatory framework governing our operations is subject to evolving interpretations and continuous change. Violation of the laws or regulations to which we are subject could result in consumer class actions or other lawsuits, government investigations, and administrative, civil, or criminal sanctions against us and, which may include significant fines and penalties that could have a material adverse effect on our business, financial condition and future prospects.

We are subject to various legal proceedings. If the outcomes of these proceedings are adverse to us, it could have a material adverse effect on our business, results of operations and financial condition.

We are subject to various legal proceedings. If the outcomes of these proceedings are adverse to us, it could have a material adverse effect on our business, results of operations and financial condition. Also, the anticipated benefitsWe are subject to various litigation matters from time to time, which could have a material adverse effect on our business, results of any acquisitions mayoperations and financial condition. Claims arising out of actual or alleged violations of law could be asserted against us by individuals, either individually or through class actions, or by governmental entities in civil or criminal investigations and proceedings. These claims could be asserted under a variety of laws including, but not materializelimited to, the extent we anticipateconsumer finance laws, consumer protection laws, intellectual property laws, privacy laws, labor and employment laws, securities laws, employee benefit laws, tax laws and environmental laws. These actions could expose us to adverse publicity and to substantial monetary damages and legal defense costs, injunctive relief and criminal and civil fines and penalties including, but not limited to, suspension or at all.revocation of licenses to conduct business.

Risks Related to Ownership of our Class B Common Stock

The tradingOur largest stockholders may have the ability to exert substantial influence over actions to be taken or approved by our stockholders.

At March 18, 2024, three of our stockholders beneficially owned approximately 54.3% of the Company’s voting power and are members of our Board of Directors. As a result, these individuals may have the ability to exert substantial influence over actions to be taken or approved by our stockholders, including the election of directors and the approval of any merger, consolidation, or sale of all or substantially all of our assets. This concentration of voting power could delay, defer, or prevent a change in control or delay or prevent a merger, consolidation, takeover, or other business combination involving us on terms that other stockholders may desire, which, in each case, could adversely affect the market price forof our Class B Common Stockcommon stock. Also, in the future, these stockholders may acquire or dispose of shares of our Class B common stock and thereby increase or decrease their ownership stake in us. Significant fluctuations in the levels of ownership of our largest stockholders could impact the volume of trading, liquidity, and market price of our Class B common stock.

The market price of our Class B common stock has been, and may continue to be, highly volatile and could be subject to wide fluctuations in per share price.response to various factors, some of which are beyond our control.

Our Class B Common Stock is listed for trading on The NASDAQ Capital Market under the trading symbol “RMBL,” however historically there has been a limited public market for our Class B Common Stock. The liquidity of any market for the shares of our Class B Common Stock will depend on a number of factors, including:
the number of stockholders;
our operating performance and financial condition;
the market for similar securities;
the extent of coverage of us by securities or industry analysts; and
the interest of securities dealers in making a market in the shares of our common stock.
The market price for our Class B Common Stock may be highly volatile and could be subject to wide fluctuations. In addition, the price of shares of our Class B Common Stock could decline significantly if our future operating results fail to meet or exceed the expectations of market analysts and investors and actual or anticipated variations in our quarterly operating results could negatively affect our share price.
Other factors may also contribute to volatility of the price of our Class B Common Stock and could subject our Class B Common Stock to wide fluctuations. These include, but are not limited to:
developments in the financial markets and worldwide or regional economies;
announcements of innovations or new products or services by us or our competitors;
announcements by the government relating to regulations that govern our industry;
significant sales of our Class B Common Stock or other securities in the open market;
variations in interest rates;
changes in the market valuations of other comparable companies; and
changes in accounting principles.
Our principal stockholders and management own a significant percentage of our stock and an even greater percentage of the Company’s voting power and will be able to exert significant control over matters subject to stockholder approval.
Our executive officers and directors as a group beneficially own shares of our Class A Common Stock and Class B Common Stock representing approximately 74.5% in aggregate of our voting power, including approximately 62.5%in aggregate voting power held by Messrs. Chesrown and Berrard as the only holders of our 1,000,000 outstanding shares of our Class A Common Stock, which has ten votes for each one share outstanding. As a result, these stockholders have the ability to determine all matters requiring stockholder approval. For example, these stockholders are able to control elections of directors, amendments of our organizational documents approval of any merger, sale of assets, or other major corporate transaction. This may prevent or discourage unsolicited acquisition proposals or offers for our common stock that you may believe arehas experienced extreme volatility in your best interest as a stockholder or to take other action that you may believe are notrecent periods. The fluctuations in your best interest as a stockholder. This may also adversely affect the market price of our Class B Common Stock.common stock are in response to numerous factors, including factors that have little or nothing to do with us or our performance, and these fluctuations could materially reduce the price of our Class B common stock. These factors include, among other things, business conditions in our markets and the general state of the securities markets, changes in capital markets that affect the perceived availability of capital to companies in our industry, governmental legislation or regulation, and general economic and market conditions, such as recessions and downturns in the United States or global economy. In addition, the stock market historically has experienced significant price and volume fluctuations. These fluctuations are often unrelated to the operating performance of particular companies. These broad market fluctuations may cause declines in the market price of our Class B common stock, which may make it difficult for you to resell shares of our Class B common stock owned by you at times or at prices that you find attractive.

15





If securities analysts issue adverse or industry analysts do notmisleading opinions regarding our stock or cease to publish research or reports about our business, or if they issue an adverse or misleading opinion regarding our stock, our stock price and trading volume could decline.

The trading market for our Class B Common Stockcommon stock may be influenced by the research and reports that industry or securities analysts publish about us or our business. If any of the analysts who cover us issue an adverse or misleading opinion regarding us, our business model, our intellectual property, or our stock performance, or if our operating results fail to meet the expectations of analysts, our stock price would likely decline. If one or more of these analysts cease coverage of us or fail to publish reports on us regularly, we could lose visibility in the financial markets, which in turn could cause our stock price or trading volume to decline.
Because our Class B Common Stock may be deemed a low-priced “penny” stock, an investment in our Class B Common Stock should be considered high risk and subject to marketability restrictions.
When the trading price of our Class B Common Stock is $5.00 per share or lower, it is deemed a penny stock, as defined in Rule 3a51-1 under the Exchange Act, and subject to the penny stock rules of the Exchange Act specified in rules 15g-1 through 15g-10. Those rules require broker-dealers, before effecting transactions in any penny stock, to:
deliver to the customer, and obtain a written receipt for, a disclosure document;
disclose certain price information about the stock;
disclose the amount of compensation received by the broker-dealer or any associated person of the broker-dealer;
send monthly statements to customers with market and price information about the penny stock; and
in some circumstances, approve the purchaser’s account under certain standards and deliver written statements to the customer with information specified in the rules.
Consequently, if our Class B Common Stock is $5.00 per share price or lower, the penny stock rules may restrict the ability or willingness of broker-dealers to sell the Class B Common Stock and may affect the ability of holders to sell their Class B Common Stock in the secondary market and the price at which such holders can sell any such securities. These additional procedures could also limit our ability to raise additional capital in the future.
A significant portion of our total outstanding shares of Class B Common Stock is restricted from immediate resale but may be sold into the market in the near future. This could cause the market price of our Class B Common Stock to drop significantly, even if our business is doing well.
Sales of a substantial number of shares of our Class B Common Stock in the public market or the perception that these sales might occur, could depress the market price of our Class B Common Stock and could impair our ability to raise capital through the sale of additional equity securities. We are unable to predict the effect that sales may have on the prevailing market price of our Class B Common Stock.
On February 8, 2017, our executive officers, directors, and certain stockholders entered into an Amended and Restated Stockholders Agreement (the “Stockholders Agreement”), restricting the stockholders’ ability to transfer shares of our common stock through the earlier of (i) October 19, 2017, or (ii) the date on which we receive at least $3,500,000 in proceeds of any equity financing, subject to certain exceptions. Approximately 7.3 million shares of our Class B Common Stock were subject to these restrictions. In addition to the Stockholders Agreement, our executive officers, directors and certain stockholders entered into lock-up agreements, which restricted the sale of our common stock by such parties through December 31, 2017. Approximately 7.1 million shares of our Class B Common Stock were subject to these lock-up agreements. In addition, approximately 6.3 million shares of our Class B Common Stock are currently subject to a contractual lock-up through April 21, 2018 with the underwriters of the 2017 Public Offering. Subject to certain limitations, including sales volume limitations with respect to shares held by our affiliates, following April 21, 2018, substantially all of our outstanding shares of common stock will become eligible for sale. Sales of stock by the stockholders currently subject to these lock-ups could have a material adverse effect on the trading price of our common stock.

We do not currently or for the foreseeable future intend to pay dividends on our common stock.

We have never declared or paid any cash dividends on our common stock. We currently do not intend to pay cash dividends in the foreseeable future on the shares of common stock. We intend to reinvest any earningearnings in the development and expansion of our business. As a result, any return on your investment in our common stock will be limited to the appreciation in the price of our common stock, if any.

We are an “emerging growthcurrently subject to reduced reporting requirements so long as we are considered a “smaller reporting company” under the JOBS Act of 2012, and we cannot be certain if the reduced disclosure requirements applicable to emerging growthsmaller reporting companies will make our common stock less attractive to investors.

We are an “emerging growth company,” as defined in the Jumpstart Our Business Startups Act of 2012 (“JOBS Act”), and we may take advantage of certain exemptions from variouscurrently subject to reduced reporting requirements thatso long as we are applicable to other public companies that are not “emerging growth companies” including, but not limited to, not being required to comply with the auditor attestation requirements of Section 404 of the Sarbanes-Oxley Act, reduced disclosure obligations regarding executive compensation in our periodic reports and proxy statements, and exemptions from the requirements of holdingconsidered a nonbinding advisory vote on executive compensation and shareholder approval of any golden parachute payments not previously approved.“smaller reporting company.” We cannot predict if investors will find our common stock less attractive because we maycurrently rely on these exemptions. If some investors find our common stock less attractive as a result, there may be a less active trading market for our common stock and our stock price may be more volatile.
We will remain an “emerging growth company” for up to five years, although we will lose that status sooner if our revenue exceeds $1 billion, if we issue more than $1 billion in non-convertible debt in a three-year period, or if the market value of our common stock that is held by non-affiliates exceeds $700 million.
Even if we no longer qualify as an “emerging growth company,” we may still be subject to reduced reporting requirements so long as we are considered a “smaller reporting company.”
Many of the exemptions available for emerging growth companies are also available to smaller reporting companies like us that have less than $75 million of worldwide common equity held by non-affiliates. So, although we may no longer qualify as an emerging growth company, we may still be subject to reduced reporting requirements.
If we fail to maintain an effective system of internal control over financial reporting, we may not be able to accurately report our financial results or prevent fraud. As a result, stockholders could lose confidence in our financial and other public reporting, which would harm our business and the trading price of our common stock.
Effective internal controls over financial reporting are necessary for us to provide reliable financial reports and, together with adequate disclosure controls and procedures, are designed to prevent fraud. Any failure to implement required new or improved controls, or difficulties encountered in their implementation could cause us to fail to meet our reporting obligations. In addition, any testing by us conducted in connection with Section 404 of the Sarbanes-Oxley Act, or any subsequent testing by our independent registered public accounting firm, may reveal deficiencies in our internal controls over financial reporting that are deemed to be material weaknesses or that may require prospective or retroactive changes to our financial statements or identify other areas for further attention or improvement. Inferior internal controls could also cause investors to lose confidence in our reported financial information, which could have a negative effect on the trading price of our common stock.
We are required to disclose changes made in our internal controls and procedures on a quarterly basis and our management will be required to assess the effectiveness of these controls annually. However, for as long as we are an “emerging growth company” under the JOBS Act, our independent registered public accounting firm will not be required to attest to the effectiveness of our internal controls over financial reporting pursuant to Section 404. We could be an “emerging growth company” for up to five years. An independent assessment of the effectiveness of our internal controls could detect problems that our management’s assessment might not. Undetected material weaknesses in our internal controls could lead to financial statement restatements and require us to incur the expense of remediation.

Anti-takeover provisions may limit the ability of another party to acquire us, which could causeadversely impact our stock price to decline.price.

Nevada law and our charter, bylaws, and other governing documentscontainprovisionsthatcoulddiscourage,delayor prevent a third party from acquiring us, even if doing so may be beneficial to our stockholders, which could cause our stock price to decline. In addition, these provisions could limit the price investors would be willing to pay in the future for shares of our common stock.


Item 1B. 
Unresolved Staff Comments.16





ITEM 1B.    UNRESOLVED STAFF COMMENTS.
None.

ITEM 1C.    CYBERSECURITY.

We believe cybersecurity is a critical part of our overall risk management and key to enabling our digital operations. As a company that heavily relies on our website to buy and market powersports, we face a multitude of cybersecurity threats common to most industries, such as phishing/malware, ransomware and denial-of-service, as well as threats common to retailers, such as theft of customer and employee data. Our customers, suppliers, and subcontractors face similar cybersecurity threats, and a cybersecurity incident impacting us or any of these entities could materially adversely affect our operations, performance and results of operations. These cybersecurity threats necessitate an appropriate focus on cybersecurity.

The Board of Directors oversees management’s processes for identifying and mitigating risks, including cybersecurity risks, to help align our risk exposure with our strategic objectives. Senior leadership, including our Senior Director of Information Security, regularly briefs the Board of Directors on our cybersecurity and information security posture and the Board of Directors is apprised of cybersecurity incidents deemed to have a moderate or higher business impact, even if immaterial to us. The full Board retains oversight of cybersecurity because of its importance to RumbleOn. We are finalizing our IT Risk Management Program that will outline the steps to be followed in the event of an incident, from incident detection to mitigation, recovery, and notification, including notifying functional areas (e.g. legal), as well as senior leadership and the Board, as appropriate.

Our corporate information security team is responsible for our overall information security strategy, policy, security engineering, operations and cyber threat detection and response. The current Senior Director of Information Security has extensive information technology and program management experience. The corporate information security organization manages an enterprise security structure with the ultimate goal of preventing cybersecurity incidents to the extent feasible, while simultaneously increasing our system resilience in an effort to minimize the business impact should an incident occur. Central to this effort will be our technical solution that we are implementing that will provide near real time monitoring of our data and enterprise computing networks. Employees outside of our corporate information security organization also have a role in our cybersecurity defenses and they are immersed in a corporate culture supportive of security, which we believe improves our cybersecurity.

Assessing, identifying, monitoring, and managing cybersecurity-related risks are being included in our overall risk management processes. Cybersecurity-related risks are included in the population of risks that are evaluated to assess top risks to the Company on an annual basis. To the extent a heightened cybersecurity related risk is identified, risk owners will be assigned to develop risk mitigation plans, which are then tracked to completion. The annual risk assessment will be presented to the Board of Directors.

We rely heavily on third parties to deliver our products and services to our customers, and a cybersecurity incident at a key supplier or subcontractor could materially adversely impact us. We include security and privacy addenda to our contracts where applicable. In addition, any subcontractors connecting to our network are instructed to report cybersecurity incidents to us so that we can assess the impact of the incident on us.

Notwithstanding the approach we take to cybersecurity, we may not be successful in preventing or mitigating a cybersecurity incident that could have a material adverse effect on us. While RumbleOn maintains cybersecurity insurance, the costs related to cybersecurity threats or disruptions may not be fully insured. No previous cybersecurity incidents have materially affected us, including our business strategy, results of operations or financial condition. Future cybersecurity threats or incidents may materially affect our business strategy, results of operations or financial condition. No previous cybersecurity incidents have materially affected us, including our business strategy, results of operations or financial condition. Future cybersecurity threats or incidents may materially affect our business strategy, results of operations or financial condition.
Item 2. 
Properties.17


We currently maintain our corporate offices at 4521 Sharon Road, Suite 370, Charlotte, NC 28211. We currently have no monthly rent, nor do we accrue any expense for monthly rent for our corporate offices, although we pay for internet and telephone services at these offices.


We sublease our Dallas, Texas operations center and pay approximately $3,700 a month.  This sublease expires on April 30, 2018.  We believe we can extend the sublease on a month-to-month basis while we look for a new, larger location for our operations team and we expect that the terms of any lease we enter will be at market rates.  We are a co-leasee on a warehouse space in Missouri from which we operate our licensed dealer operation; total shared monthly rent for the building is $4,250.  Also, we pay for space to store vehicles on a monthly basis in Washington state from a dealer that is separate and distinct from the location of the dealership, on the same terms as paid by the dealer. This facility serves as our northwestern regional distribution center. Included in accounts payable at 
ITEM 2.    PROPERTIES.

At December 31, 2017 is $30,000 for rent owed to the dealer. For additional information, see Certain Relationships2023, we operated 54 powersports retail locations. The following were our key facilities, including retail locations and Related Transactions, and Director Independence - Test Dealer.fulfillment centers:
Powersports Retail Locations and Fulfillment Centers
BMW Motorcycles of Huntsville+1
AL
Indian Motorcycle Kansas City+4
KS
RideNow Powersports Huntsville+1
AL
RideNow Powersports Kansas City+4
KS
Harley-Davidson Saquaro (Tucson)AZ
Indian Motorcycle Concord+5
NC
Old Pueblo Harley-DavidsonAZ
RumbleOn Fulfillment Concord+5
NC
RideNow Powersports Apache JunctionAZ
Ducati Las Vegas+6
NV
RideNow Powersports GoodyearAZ
Indian Las Vegas+6
NV
RideNow Powersports on InaAZRideNow Powersports on BoulderNV
RideNow Powersports SurpriseAZRideNow Powersports on RanchoNV
RideNow Powersports TucsonAZRumbleOn Fulfillment - Las VegasNV
Tucson IndianAZPowder Keg Harley-DavidsonOH
Arrowhead Harley-DavidsonAZFort Thunder Harley-DavidsonOK
Harley-Davidson Scorpion (Chandler)AZRideNow Powersports SturgisSD
Indian Motorcycle Chandler+2
AZBlack Gold Harley-DavidsonTX
RideNow Powersports Chandler+2
AZRideNow Powersports Burleson*TX
BMW Chandler+2
AZRideNow Powersports DecaturTX
Indian Motorcycle Peoria+3
AZRideNow Powersports Fort Worth*TX
RideNow Powersports Peoria+3
AZ
RideNow Powersports Hurst*+7
TX
RideNow Fulfillment 3333 PhoenixAZ
BMW Motorcycles of Hurst*+7
TX
RideNow Powersports PhoenixAZRumbleOn Fulfillment - Fort WorthTX
Roadrunner Harley-DavidsonAZCentral Texas Harley-DavidsonTX
Harley-Davidson El Patron (El Cajon)CADallas Harley-DavidsonTX
RideNow SoCalCARideNow Powersports Dallas*TX
RideNow GainesvilleFLRideNow Powersports DentonTX
RideNow Powersports Beach BlvdFLRideNow Powersports Farmers BranchTX
RumbleOn Fulfillment - OcalaFLRideNow Powersports Lewisville*TX
Indian Motorcycle Daytona Beach#
FLRideNow Powersports Weatherford*TX
RideNow Powersports OcalaFLRideNow Powersports McKinney*TX
RideNow Powersports Daytona BeachFL
RideNow Powersports Austin+8
TX
RideNow Powersports JacksonvilleFL
BMW Austin+8
TX
RideNow Powersports TallahasseeFLRideNow Powersports ForneyTX
Warhorse Harley-DavidsonFLRideNow Powersports GeorgetownTX
RideNow Powersports CantonGARattlesnake Mountain Harley-DavidsonWA
RideNow Powersports McDonough*GARideNow Powersports Tri-CitiesWA
(*) Location included in the 2023 failed sale-leaseback transaction and is being accounted for as a finance lease.
(+) These locations share the same building with one of our other dealerships.
(#) Owned property, subject to lien. All other properties are leased.


Item18





ITEM 3.    
Legal Proceedings.
LEGAL PROCEEDINGS.
We are not a party to any material legal proceedings.proceedings as set forth in Item 103 of Regulation S-K, other than ordinary routine litigation incidental to our business.
As previously disclosed, the Company is conducting an investigation of certain allegations surrounding Marshall Chesrown’s use of Company resources. The investigation remains ongoing and as of the date of this filing, the Company has made no final determination as to what action to take. On July 7, 2023, Mr. Chesrown provided the Board a letter of resignation (the “Resignation Letter”) describing Mr. Chesrown’s disagreement with several recent corporate governance, disclosure and other actions taken by the Company, the Board and certain of its members, and indicated his intent to pursue legal claims. The Company disagrees with the characterization of the allegations and assertions described in the Resignation Letter. The Company and Mr. Chesrown conducted a pre-suit mediation in October 2023, as required in his employment agreement, but did not resolve the matter. On March 13, 2024, Mr. Chesrown filed suit against the Company in Delaware Superior Court for the claims asserted in his Resignation Letter. Mr. Chesrown is seeking a declaratory judgment that he resigned with good reason, termination compensation damages in the amount of $7.5 million, general and reputational damages in the amount of $50 million, punitive damages, attorney's fees and litigation costs. We intend to defend these claims vigorously; however, we can provide no assurance regarding the outcome of this matter.

ITEM 4.    MINE SAFETY DISCLOSURES.
Not applicable.
Item 4. 
Mine Safety Disclosures.19


Not Applicable.


17
PART II
PART II
ItemITEM 5.    
Market For Registrant’s Common Equity, Related Stockholder Matters and Issuer Purchase Of Equity Securities
MARKET FOR REGISTRANT’S COMMON EQUITY, RELATED STOCKHOLDER MATTERS AND ISSUER PURCHASE OF EQUITY SECURITIES.
Market Information
As of October 29, 2017, ourOur Class B common stock has beenCommon Stock is listed on the Nasdaq Global Select Market (“NASDAQ”) under the symbol RMBL. Before October 29, 2017, our common stock traded on the OTCQB Market under the symbol RMBL, and before January 1, 2017, our common stock was not traded, except for 5,000 shares, which traded on the OTC Markets Pink Sheets on January 22, 2016 at a price of $0.245 per share. The following table sets forth the high and low closing sales prices per share of our common stock for the period indicated:
Year Ending December 31, 2017
 
High
 
 
Low
 
First Quarter
 $5.00 
 $0.00 
Second Quarter
 $7.00 
 $3.40 
Third Quarter
 $9.50 
 $6.50 
Fourth Quarter
 $10.00 
 $4.05 
“RMBL.”
Holders of Common Stock
As of February 23, 2018,March 18, 2024, we had approximately 4350 stockholders of record of 11,928,541 issued and35,153,241 outstanding shares of Class B Common Stock and two holders of record of 1,000,000 issued and50,000 outstanding shares of Class A Common Stock.
Dividends
We have never declared or paid any cash dividends. We currently do not intend to pay cash dividends in the foreseeable future on the shares of common stock. We intend to reinvest any earningearnings in the development and expansion of our business. Any cash dividends in the future to common stockholders will be payable when, as and if declared by our board of directors, based upon the Board’s assessment of:
our financial condition;
earnings;
need for funds;
capital requirements;
prior claims of preferred stock to the extent issued and outstanding; and
other factors, including any applicable law.
Board's assessment. Therefore, there can be no assurance that any dividends on the common stock will ever be paid.
ITEM 6.    [RESERVED]
Item 6. 
Selected Financial Data.20


This item is not applicable, as we are considered a smaller reporting company.



18
ITEM 7.    MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS.
Item 7. 
Management’s Discussion and Analysis of Financial Condition and Results of Operations.
The management’s discussion and analysis of financial condition and results of operations should be read in conjunction with the audited financial statements and accompanying notes included in this annual report.
\This Management’s Discussion and Analysis of Financial Condition and Results of Operations (“MD&A”) is provided as a supplement to, and should be read in conjunction with, our audited Consolidated Financial Statements and the accompanying notes included in this 2023 Form 10-K. Unless differences among reportable segments are material to an understanding of our business taken as a whole, we present the discussion in this MD&A on a consolidated basis. Terms not defined in this MD&A have the meanings ascribed to them in the Consolidated Financial Statements. Unless otherwise noted, comparisons are of results for the year ended December 31, 2023 (2023 or “this year”) to those for the year ended December 31, 2022 (2022 or “last year”).
Overview
RumbleOn, Inc. operates primarily through two operating segments: our powersports dealership group and Wholesale Express, LLC (“Express”), a vehicle transportation services provider. We were incorporated in 2013. We have grown primarily through acquisitions, the largest to date being our 2021 acquisition of the RideNow business followed by our 2022 acquisition of the Freedom Powersports, LLC (“Freedom Powersports”) and Freedom Powersports Real Estate, LLC (together with Freedom Powersports, the “Freedom Entities”). These acquisitions added 54 powersports dealerships to our Company.
RumbleOn operates a capital light disruptive e-commerce platform facilitating the ability of both consumers and dealers to Buy-Sell-Trade-Finance pre-owned vehicles in one online location. Powersports Segment
Our goal is to transform the way pre-owned vehicles are bought and sold by providing users with the most efficient, timely and transparent transaction experience. Our initial focuspowersports segment is the market for vin specificlargest powersports retail group in the United States (as measured by reported revenue, major unit sales and dealership locations), offering a wide selection of new and pre-owned motorcycles, all-terrain vehicles with an emphasis on motorcycles(“ATV”), utility terrain or side-by-side vehicles (“SXS”), personal watercraft (“PWC”), snowmobiles, and other powersports.
Serving both consumerspowersports products. We also offer parts, apparel, accessories, finance & insurance products and dealers, through our online marketplace platform, we make cash offers for the purchaseservices, and aftermarket products from a wide range of pre-owned vehicles. In addition,manufacturers. Additionally, we offer a largefull suite of repair and maintenance services. As of December 31, 2023, we operated 54 retail locations consisting of over 500 powersports franchises (representing 52 different brands of motorcycles, ATVs, SXSs, PWCs, snowmobiles, and other powersports products) in Alabama, Arizona, California, Florida, Georgia, Kansas, Nevada, North Carolina, Ohio, Oklahoma, South Dakota, Texas, and Washington.
We source high quality pre-owned inventory online via our proprietary Cash Offer technology, which allows us to purchase pre-owned units directly from consumers.
Our powersports retail distribution locations represent all major manufacturers, or OEMs, and their representative brands, including those listed below.
Powersports’ Representative Brands
AlumacraftHurricane BoatsSki-Doo
ArgoHusqvarnaSoul E Bikes
BenelliIndian MotorcyclesSpecialized (bicycles)
Blazer BoatsKaravan TrailersSpeed/UTV
BMWKawasakiSSR
Can-AmKayoSTACYC (electric)
CF MotoKTMSuzuki
Club CarLynx (Snowmobiles)Tidewater Boats
Continental TrailersMAGICTILT TrailersTimbersled (snow bikes)
Crevalle BoatsManitouTriton Trailers
Cub CadetManitou (pontoon boats)Triumph
DucatiMercury (boat engines)Wellcraft (boats)
Gas-GasPolarisYamaha
Godfrey Pontoon BoatsRoyal EnfieldYamaha Marine
Harley-DavidsonScarabZero Motorcycles
HisunSea-DooZieman Trailers
HondaSegway Powersports

Vehicle Transportation Services Segment
Express provides asset-light transportation brokerage services facilitating automobile transportation primarily between and among dealers.
21





Discontinued Operations
Through June 30, 2023, we participated in the automotive industry through our wholly owned wholesale distributor of pre-owned vehicles for sale along with third-party financingautomotive inventory, Wholesale, Inc., and associated products. Our operations are designed to be scalable by working through an infrastructure and capital light model that is achievable by virtue of a synergistic relationship with our regional partners, including dealers and auctions.exotics retailer AutoSport USA, Inc., which operated under the name Got Speed. We utilize regional partnersbegan winding this business down in the acquisitionthird quarter of pre-owned vehicles2022. The results of this automotive segment are reported as well as to provide inspection, reconditioning and distribution services. Correspondingly, we can earn fees and transaction income, while our regional partners can earn incremental revenue and enhance profitability through increased sales and fees from inspection, reconditioning and distribution programs.discontinued operations. See Note 19-Discontinued Operations for more information.
Our business model is driven by a technology platform we acquired in February 2017, through our acquisition of substantially all of the assets of NextGen. The acquired system provides integrated vehicle appraisal, inventory management, customer relationship and lead management, equity mining, and other key services necessary to drive the online marketplace. Over the past 16 years, the developers of the software have designed and built, for large multi-national clients, a number of dealer and, what we believe to be, high quality applications solutions.KEY OPERATING METRICS
Key Operation Metrics
As our business expands we willWe regularly review a number of key operating metrics to evaluate our business,segments, measure our progress, and make strategicoperating decisions. Our key operating metrics reflect what we believe will be the keyprimary drivers of our growth,business, including increasing brand awareness, maximizing the opportunity to source the purchase of low cost pre-owned vehicles from consumers and dealers, whileand enhancing the selection and timing of vehicles we make available for sale to our customers.Our key operating metrics also demonstrate our ability to translate these drivers into sales and to monetize these retail sales through a variety of product offerings.
 
 
Year Ended December 31,
 
 
 
2017
 
 
2016
 
Vehicles sold
  678 
  - 
Regional partners
  21 
  - 
Average monthly unique users
  97,877 
  - 
Vehicle inventory available on website
  751 
  - 
Average days to sale
  38 
  - 
Total average gross margin per vehicle
 $750 
  - 
Vehicles Sold
We define vehicles sold as the number of pre-owned vehicles sold to consumers and dealers in each period, net of returns under our three-day return policy. We view vehicles sold as a key measure of our growth for several reasons. First, vehicles sold is the primary driver of our revenue and, indirectly, gross profit, since vehicle sales enable multiple complementary revenue streams, including financing, vehicle service contracts and trade-ins. Second, growth in vehicles sold increases the base of available customers for referrals and repeat sales. Third, growth in vehicles sold is an indicator of our ability to successfully scale our logistics, fulfillment, and customer service operations.
Regional Partners
Our operations are designed to be scalable by working through an infrastructure and capital light model that is achievable by virtue of a synergistic relationship with regional partners. We utilize these regional partners in the acquisition of powersport vehicles and regional partner locations provide inspection, reconditioning and distribution services. Correspondingly, we earn fees and transaction income, and regional partners earn incremental revenue and enhance profitability through increased sales, leads, and fees from inspection, reconditioning and distribution programs. As regional partners are added throughout the U.S., the cost and time associated with distribution programs will be significantly reduced as the pickup and delivery of pre-owned vehicles will become more localized thus reducing shipping costs and the average days to sale for pre-owned vehicles.
19
Average Monthly Unique Users
We define a monthly unique user as an individual who has visited our website within a calendar month, based on data provided by Google Analytics. We calculate average monthly unique users as the sum of monthly unique users in a given period, divided by the number of months in that period, including vehicles of our dealer partners. We view average monthly unique users as a key indicator of the strength of our brand, the effectiveness of our advertising and merchandising campaigns and consumer awareness.
Vehicle Inventory Available on Website
We define vehicle inventory available on website as the number of pre-owned vehicles listed for sale on our website on the last day of a given reporting period, including vehicles of our dealer partners. Until we reach an optimal pooled inventory level, we view pre-owned vehicle inventory available as a key measure of our growth. Growth in available pre-owned vehicle inventory increases the selection of pre-owned vehicles available to consumers and dealers on a nationwide basis, which we believe will allow us to increase the number of pre-owned vehicles we sell.
Average Days to Sale
We define average days to sale as the average number of days between vehicle acquisition by us and delivery to a customer for all pre-owned vehicles sold in a period. However, this metric does not include any pre-owned vehicles that remain unsold at period end. We view average days to sale as a useful metric due to its impact on pre-owned vehicle average selling price. We anticipate that average days to sale will increase in future periods until we reach an optimal pooled inventory level and fully scale our acquisition and sales channel processes.
Total Average Gross Margin per Vehicle
We define total average gross margin per vehicle as the aggregate gross margin in a given period divided by pre-owned vehicles sold in that period. Total average gross margin per vehicle is driven by sales of pre-owned vehicles to consumers and dealers which, provides an opportunity to generate finance and vehicle service contract revenue from consumer sales. We believe average gross margin per vehicle is a key measure of our growth and long-term profitability.
COMPONENTS OF RESULTS OF OPERATIONS
Powersports Segment
Revenue
Revenue is derived from two primary sources: (1) the Company’s online marketplace, which is the largest sourcecomprised of revenuepowersports vehicle sales, finance and includes: (i) the sale ofinsurance products bundled with retail vehicle sales (“F&I”), and parts, service and accessories/merchandise (“PSA”). We sell both new and pre-owned powersports vehicles through consumerretail and dealer sales channels; (ii) vehicle financing; (iii) vehicle service contracts;wholesale channels. F&I and (iv)PSA revenue is earned through retail merchandise sales; and (2) subscription and other fees relating to the RumbleOn software solution, which includes: (i) a vehicle appraisal process; (ii) inventory management system; (iii) customer relationship and lead management program; (iv) equity mining (v) implementation: and (vi) training.
The Company recognizes revenue when all of the following conditions are satisfied: (i) there is persuasive evidence of an arrangement; (ii) the product or service has been provided to the customer; (iii) the amount to be paid by the customer is fixed or determinable; and (iv) the collection of the Company’s payment is probable.
See Item 8 of Part II, Financial Statements and Supplementary Data—Note 1 “Description of Business and Significant Accounting Policies – Revenue Recognition” for a further description of the Company’s revenue recognition.
Pre-owned Vehicle Sales
We sell pre-owned vehicles through consumer and dealer sales channels. These multiple salesRetail channels provide us the opportunity to maximize profitability throughby increased sales volume and lower average days to sale and are impacted by selling to the channel where the opportunity is the greatest at any given time based on customer demand, market conditions or inventory availability. The number of pre-owned vehicles sold to any given channel may vary from period to period based on customer demand, market conditions and available inventory.
20
Pre-owned vehicle sales represent the aggregate sales of pre-owned vehicles sold varies from period to consumers and dealers through our website or at auctions. We generate gross profit on pre-owned vehicle sales from the difference between the vehicle selling price and our cost of sales associated with acquiring the vehicle and preparing it for sale. We expect pre-owned vehicle salesperiod due to increase as we begin to utilize a combination of brand building as well as direct response channels to efficiently source and scale our addressable markets while expanding our suite of product offerings to consumers who may wish to trade-in or to sell us their vehicle independent of a retail sale.these factors. Factors primarily affecting pre-owned vehicle sales include inventory levels and the availability of inventory, as well as the number of retail pre-owned vehicles sold and the average selling price of these vehicles. At this stage of our development, changes in both retail pre-owned vehicles sold and in average selling price will drive changes in revenue.
Gross Profit
The number of pre-owned vehicles we sell dependsGross profit generated on our volume of website traffic, our inventory levels and selection, the effectiveness of our branding and marketing efforts, the quality of our customer sales experience, our volume of referrals and repeat customers, the competitiveness of our pricing, competition and general economic conditions. On a quarterly basis, the number of pre-owned vehicles we sell is also affected by seasonality, with demand for pre-owned vehicles reaching the high point in the first half of each year, commensurate with the timing of tax refunds, and diminishing through the rest of the year, with the lowest relative level of pre-owned vehicle sales expected to occur in the fourth calendar quarter.
Our average retail selling price depends on the mix of pre-owned vehicles we acquire and hold in inventory, retail market prices in our markets, our average days to sale, and our pricing strategy. We may choose to shift our inventory mix to higher or lower cost pre-owned vehicles, or to opportunistically raise or lower our prices relative to market to take advantage of supply or demand imbalances, which could temporarily lead to average selling prices increasing or decreasing. Additionally, we have shifted away from our initial focus on solely acquiring and selling of higher priced pre-owned Harley-Davidson motorcycles to acquiring a mix of both Harley Davidson and lower priced pre-owned powersports vehicles that is a better representation of the overall powersport market. As a result of this change in mix, we expect our average selling price of pre-owned vehicles will decline from current levels, however we anticipated the decrease in average selling price to be offset, in part, by an increase in volume sales of metric brands. We anticipate however that our gross margin percentage will be the same or could improve.
The number of pre-owned vehicles sold to dealers at auctions is determined based on a number of factors including: (i) filling auction sales channel market demand opportunities to maximize sales and gross margin; (ii) a need to balance the Company’s overall inventory mix and quantity levels against days to sales targets; and (iii) a need to liquidate those pre-owned vehicles that do not meet the Company’s quality standards to be sold through Rumbleon.com.
Other Sales and Revenue
We generate other sales and revenue primarily through:
Vehicle Financing.Customers can pay for their pre-owned vehicle using cash or we offer a range of finance options through unrelated third-parties such as banks or credit unions. These third-party providers generally pay us a fee either in a flat amount or in an amount equal to the difference between the interest rates charged to customers over the predetermined interest rates set by the financial institution. We may be charged back for fees in the event a contract is prepaid, defaulted upon, or terminated.
Vehicle Service Contracts. At the time of pre-owned vehicle sale, we provide customers, on behalf of unrelated third parties who are the primary obligors, a range of other related products and services, including EPP products and vehicle appearance protection. EPP products include extended service plans (“ESPs”), which are designed to cover unexpected expenses associated with mechanical breakdowns and guaranteed asset protection (“GAP”), which is intended to cover the unpaid balance on a vehicle loan in the event of a total loss of the vehicle or unrecovered theft. Vehicle appearance protection includes products aimed at maintaining vehicle appearance. We receive commissions from the sale of these product and service contracts and have no contractual liability to customers for claims under these products. The EPPs and vehicle appearance protection currently offered to consumers provides coverage up to 60 months (subject to mileage limitations), while GAP covers the customer for the term of their finance contract. At that time commission revenue will be recognized at the time of sale, net of a reserve for estimated contract cancellations. The reserve for cancellations will be estimated based upon historical industry experience and recent trends and will be reflected as a reduction of Other sales revenue in the accompanying Consolidated Statements of Operations and a component of Accounts payable and accrued liabilities in the accompanying Consolidated Balance Sheets. Our risk related to contract cancellations is limited to the revenue that we receive.
Retail Merchandise Sales. We sell branded and other merchandise and accessories at events.
21
Subscription and other fees
We generate subscription fees from regional partners under a license arrangement that provides access to our software solution and ongoing support. Regional partners and other dealers pay a monthly subscription fee for access to and ongoing support for portions of the RumbleOn software solution, which includes: (i) vehicle appraisal process; (ii) inventory management system; (iii) customer relationship and lead management program; (iv) equity mining; (v) implementations and (vi) training. Regional partners and dealers may also be charged an initial software installation and training fee. Regional Partners and dealers do not have the contractual right to take possession of the software and may cancel the license for these products and services by providing a 30-day notice. Installation and training do not have value to the user without the license and ongoing support and maintenance.
Cost of Revenue
Cost of revenue is comprised of: (i) cost of pre-owned vehicle sales; (ii) cost of other sales and revenue products; and (iii) costs of subscription and other fees.
Cost of vehicle sales to consumers and dealers includes the cost to acquire pre-owned vehicles and the reconditioning and transportation costs associated with preparing these vehicles for resale. Vehicle acquisition costs are driven by the mix of vehicles we acquire, the source of those vehicles and supply and demand dynamics in the vehicle market. Reconditioning costs are billed by third-party providers and include parts, labor, and other repair expenses directly attributable to specific pre-owned vehicles. Transportation costs consist of costs incurred to transport the vehicles from the point of acquisition. Cost of pre-owned vehicle sales also includes any necessary adjustments to reflect vehicle inventory at the lower of cost or net realizable value.
Cost of other sales and revenue products includes primarily the costs of (i) extended service protection; (ii) vehicle appearance products; and (iii) guaranteed asset protection.
Cost of subscription fee revenue includes the (i) cost of various data feeds from third parties; (ii) costs for hosting of the customer-facing website; (iii) commissions for new sales; and (iv) implementation and training costs for new and existing dealers.
Vehicle Gross Margin
Gross margin is generated on pre-owned vehicle sales fromreflects the difference between the vehicle selling price and ourthe cost of salesrevenue associated with acquiring the vehicle and preparing it for sale. Cost of revenue includes the vehicle acquisition cost, inbound transportation cost, and particularly for pre-owned vehicles, reconditioning costs. The aggregate dollar gross margins achieved fromprofit and gross profit per vehicle vary across vehicle type, make, model, etc. as well as through retail and wholesale channels, and with regard to gross profit per vehicle, are not necessarily correlated with the consumer and dealer salessale price. Vehicles sold through retail channels are different. Pre-owned vehicles sold to consumers through our website generally have the highest dollar gross margin sinceprofit per vehicle given the vehicle is sold directly to the consumer. Pre-owned vehicles sold through wholesale channels, including directly to other dealers are sold at a price below the retail price offeredor through auction channels, including our dealer-to-dealer auction market, generally have lower margins and do not enable any other ancillary gross profit attributable to consumers, thus the dealerfinancing and RumbleOn are sharing the gross margin.accessories. Factors affecting gross marginprofit from period to period include the mix of new versus pre-owned vehicles sold, the distribution channel through which they are sold, the sources from which we acquire and hold inacquired such inventory, retail market prices, our average days to sale, and our pricing strategy. We may opportunistically choose to shift our inventory mix to higher or lower cost vehicles, or to opportunistically raise or lower our prices relative to market to take advantage of demand/supply or demand imbalances in our sales channels, which could temporarily lead to average selling prices and gross marginsprofits increasing or decreasing in any given channel. Additionally,
Vehicles Sold
We define vehicles sold as the Company has shifted awaynumber of vehicles sold through retail and wholesale channels in each period. Vehicles sold is the primary driver of our revenue and gross profit. Vehicles sold also impacts complementary revenue streams, such as financing and accessories. Vehicles sold increases our base of customers and improves brand awareness and repeat sales.
Total Gross Profit per Unit
Total gross profit per unit is the aggregate gross profit of the powersports segment in a given period, divided by retail powersports units sold in that period. The aggregate gross profit of the powersports segment includes gross profit generated from its initial focusthe sale of new and pre-owned vehicles, any income related to loans originated to finance the vehicle, revenue earned from the sale of F&I products including extended service contracts, maintenance programs, guaranteed auto protection, tire and wheel protection, and theft protection products, gross profit on solely acquiringthe sale of PSA products, and sellinggross profit generated from wholesale sales of vehicles.
22





Vehicle Transportation Services Segment
Revenue
Revenue is derived from freight brokerage agreements with dealers, distributors, or private party individuals to transport vehicles from a point of origin to a designated destination. The freight brokerage agreements are fulfilled by independent third-party transporters who must meet our performance obligations and standards. Express is considered the principal in the delivery transactions since it is primarily responsible for fulfilling the service. Express provided transportation services to Wholesale, Inc. prior to the wind down of Wholesale, Inc. Express provided an immaterial amount of transportation services to our powersports segment.
Vehicles Delivered
We define vehicles delivered as the number of vehicles delivered from a point of origin to a designated destination under freight brokerage agreements with dealers, distributors, or private parties. Vehicles delivered are the primary driver of revenue and, in turn, profitability in the vehicle transportation services segment.
Total Gross Profit Per Unit
Total gross profit per vehicle transported represents the difference between the price received from non-affiliated customers and our cost to contract an independent third-party transporter divided by the number of third-party vehicles transported.
Results of Operations
($ in millions)20232022$ Change% Change
Revenue
Powersports vehicles$951.4 $1,033.9 $(82.5)(8.0)%
Parts, service, accessories241.8 247.6 (5.8)(2.3)%
Finance and insurance, net117.0 123.4 (6.4)(5.2)%
Vehicle transportation services56.2 54.0 2.2 4.1 %
Total revenue1,366.4 1,458.9 (92.5)(6.3)%
Gross Profit
Powersports vehicles118.9 194.2 (75.3)(38.8)%
Parts, service, accessories110.3 112.2 (1.9)(1.7)%
Finance and insurance117.0 123.4 (6.4)(5.2)%
Vehicle transportation services13.7 11.9 1.8 15.1 %
Total Gross Profit359.9 441.7 (81.8)(18.5)%
SG&A expenses347.3 354.5 (7.2)(2.0)%
Impairment of goodwill and franchise rights60.1 324.3 (264.2)(81.5)%
Depreciation and amortization22.0 23.0 (1.0)(4.3)%
Operating Loss(69.5)(260.1)190.6 (73.3)%
Non-operating income (expense):
Interest expense(77.2)(52.1)(25.1)48.2 %
Other income (expense)(8.4)4.2 (12.6)NM
Forgiveness of PPP loan— 2.5 (2.5)(100.0)%
Loss from continuing operations before income taxes(155.1)(305.5)150.4 (49.2)%
Income tax provision (benefit) - continuing operations59.3 (72.0)131.3 NM
Loss from continuing operations$(214.4)$(233.5)$19.1 (8.2)%
NM = not meaningful.
23





Revenue
Total revenue for 2023 was $92.5 million lower than in 2022, primarily due to the decline in revenue from powersports vehicles sold, partially offset by higher priced pre-owned Harley-Davidson motorcyclesrevenue from vehicle transportation services. Sales prices and the quantity of vehicles sold were more consistent with pre-pandemic levels as compared to acquiringlast year’s pandemic-driven sales levels.
Gross Profit

Gross profit decreased in total by $81.8 million in 2023 compared to the prior year, driven by the lower level of revenue from powersports vehicles, partially offset by higher gross profit from vehicle transportation services. Gross profit was also impacted by a mix$12.6 million write-down of both Harley Davidson and lower pricedcertain pre-owned powersports vehicles thatto their net realizable value, as selling prices generally came down from their inflated values driven by the pandemic-related shortage of supply.

Segment Operating Performance

24





Powersports
($ in millions except per vehicle)20232022Change% Change
Revenue
New retail vehicles$658.5 $641.0 $17.5 2.7 %
Pre-owned vehicles
Retail260.9 371.7 (110.8)(29.8)%
Wholesale32.0 21.2 10.8 50.9 %
Total pre-owned vehicles292.9 392.9 (100.0)(25.5)%
Finance and insurance, net117.0 123.4 (6.4)(5.2)%
Parts, service and accessories241.8 247.6 (5.8)(2.3)%
Total revenue$1,310.2 $1,404.9 $(94.7)(6.7)%
Gross Profit
New retail vehicles$95.0 $125.8 $(30.8)(24.5)%
Pre-owned vehicles
Retail27.1 67.4 (40.3)(59.8)%
Wholesale(3.3)0.9 (4.2)(466.7)%
Total pre-owned vehicles23.8 68.3 (44.5)(65.2)%
Finance and insurance, net117.0 123.4 (6.4)(5.2)%
Parts, service and accessories110.3 112.2 (1.9)(1.7)%
Total gross profit$346.2 $429.8 $(83.6)(19.5)%
Vehicle Units Sold
New retail vehicles45,70641,6494,0579.7 %
Pre-owned vehicles
Retail21,84028,151(6,311)(22.4)%
Wholesale5,1163,6131,50341.6 %
Total pre-owned vehicles26,95631,764(4,808)(15.1)%
Total vehicles sold72,66273,413(751)(1.0)%
Revenue per vehicle
New retail vehicles$14,407 $15,390 $(983)(6.4)%
Pre-owned vehicles
Retail11,945 13,204 (1,259)(9.5)%
Wholesale6,263 5,882 381 6.5 %
Total pre-owned vehicles10,866 12,371 (1,505)(12.2)%
Finance and insurance, net1,733 1,768 (35)(2.0)%
Parts, service and accessories3,580 3,547 33 0.9 %
Total revenue per retail vehicle$18,923 $19,823 $(900)(4.5)%
Gross Profit per vehicle
New vehicles$2,080 $3,021 $(941)(31.1)%
Pre-owned vehicles883 2,151 (1,268)(58.9)%
Finance and insurance, net1,733 1,768 (35)(2.0)%
Parts, service and accessories1,633 1,608 25 1.6 %
Total gross profit per vehicle(1)
5,125 6,157 (1,032)(16.8)%
____________________
(1) Calculated as total gross profit divided by new and pre-owned retail powersports units sold.
25





Total powersports vehicle revenue in 2023 for decreased by $94.7 million compared to 2022, with 751 fewer vehicles sold. During 2023, the Company earned, on average, $12,660 more in total revenue per vehicle from retail customers than wholesale customers. Overall, the average revenue per vehicle decreased by $900, much of which is a better representation ofattributable to price levels continuing to normalize to pre-pandemic levels as demand/supply imbalances softened in the overall powersport market. BecauseThe record levels of this changerevenue in 2022 benefited from high demand and limited supply, which led to premium retail pricing, as was seen generally throughout the industry.
As disclosed last year, average revenue per vehicle was a relatively high number in 2022 given historical trends for the business, which we attributed to a combination of product mix our average selling priceand elevated pricing of both new and pre-owned vehicles will decline from current levels; however, we anticipategiven the demand/supply imbalance.
Powersports vehicle gross profit decreased by $83.6 million in 2023 compared to 2022, and was impacted by a $12.6 million write-down of inventory to net realizable value in the fourth quarter of 2023, as certain pre-owned inventory that was acquired at elevated prices and selling prices had returned to more normal, pre-pandemic levels. Macroeconomic conditions were the primary driver of the decrease in average selling pricegross profit per unit, as the demand/supply imbalance and impacts of the COVID-19 pandemic continued to be offset,soften throughout 2023, resulting in part,more competitive market pricing.
Vehicle Transportation Services
20232022
Change
% Change
Revenue ($ in millions)
$56.2 $54.0 $2.2 4.1 %
Gross Profit ($ in millions)
13.7 11.9 1.8 15.1 %
Vehicles transported91,77484,1877,5879.0 %
Revenue per vehicle transported$612 $642 $(30)(4.7)%
Gross Profit per vehicle transported149 141 5.7 %
Total revenue for vehicle transportation services increased $2.2 million for 2023 compared to 2022 due to growth in number of vehicles transported. Gross profit for this segment in 2023 increased 15.1%, as compared to the prior year amounts, driven by the increase in vehicles transported and an increase in volume sales of metric brands. We anticipate however that our gross margin percentage will be the same or could improve.profit per vehicle.
Selling, General and Administrative Expense(“SG&A”) Expenses
Selling, general and administrativeSG&A expenses include costs and expenses for compensation and benefits, advertising and marketing, developmentdeveloping and operating our product procurement and distribution system, managingleasing and operating our logistics system, establishing our dealer partner arrangements,facilities, and other corporate overhead expenses, including expenses associated with technology development, legal, accounting, finance, and business development. Selling, general
($ in millions)20232022$ Change% Change
Compensation and related costs$199.5 $209.1 $(9.6)(4.6)%
Facilities44.5 42.1 2.4 5.7 %
General and administrative43.5 35.8 7.7 21.5 %
Advertising and marketing29.4 30.8 (1.4)(4.5)%
Professional fees13.2 24.0 (10.8)(45.0)%
Stock based compensation12.0 9.4 2.6 27.7 %
Technology development and software5.2 3.3 1.9 57.6 %
Total SG&A Expenses$347.3 $354.5 $(7.2)(2.0)%
During 2023, the Company identified a total of $60 million annualized SG&A expense reductions that were partially implemented throughout 2023. We expect to see the full effects of the SG&A expense reductions in 2024, driven by headcount reductions that occurred in 2023, subleases of unused facilities, and administrative cost restructuring at our dealerships.
We realized some of the expense reductions in 2023 that were partially offset by costs for other activities, resulting in SG&A expenses also includebeing lower overall by $7.2 million in 2023. Compensation and related costs in 2023 includes some of the transportationbenefits from our identified cost associated with selling vehicles but excludessavings initiatives that were offset partially by $5.3 million of personnel restructuring costs and $5.1 million of costs related to a proxy contest and reorganization of our board of directors. Included in 2022 SG&A expenses were professional fees and other costs incurred to close our acquisition of the cost of reconditioning, inspecting, Freedom Entities and auction fees which are included in Cost of revenue. Selling, general and administrative expenses will continue to increase substantially in future periods as we execute and aggressively expand ourintegrate this business through increased marketing spending and the addition of management and support personnel to ensure we adequately develop and maintain operational, financial and management controls as well as our reporting systemsthe RideNow business, which was acquired in 2021. SG&A expenses in 2022 included $8.4 million related to the settlement of disputes and procedures.
claims with former minority shareholders of RideNow.
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22



TableImpairment of ContentsGoodwill and Intangible Assets
The noncash impairment charge resulting from our annual impairment testing was $60.1 million in 2023 compared to $324.3 million in 2022. These charges and the estimates involved are discussed further in Critical Accounting Policies and Note 7-Goodwill and Intangible Assets.
Depreciation and Amortization
($ in millions)20232022Change% Change
Depreciation and amortization$22.0 $23.0 $(1.0)(4.3)%
Depreciation and amortization is comprisedwas $1.0 million lower in 2023. The amount for 2023 included the write off of the: (i)certain software, totaling $4.0 million, due to changes in strategy and cost savings measures. Partially offsetting the write off was $2.7 million lower amortization of capitalized and acquired technology development; and (ii) depreciation of vehicle, furniture and equipment. Depreciation and amortization will continue to increasenon-compete agreements, as continued investments are made in connection with the expansion and growthsome of the business.agreements from prior year acquisitions became fully amortized.

Interest Expense
($ in millions)20232022Change% Change
Interest expense, net$77.2 $52.1 $25.1 48.2 %
InterestThe increase in interest expense includesfor 2023, as compared to 2022, is primarily attributable to higher interest incurred on our term loan credit agreement, including the impact of prepayment fees, and floorplan notes. In addition, the volume of borrowings was higher on the floorplan notes. See Note 9-Debt for additional information about our debt.
Other Income (Expense)
($ in millions)20232022Change
Loss on sale of ROF loan portfolio$(7.9)$— $(7.9)
Gain on sale of dealership— 3.9 (3.9)
Other(0.5)(0.5)— 
   Other income (expense)$(8.4)$4.2 $(12.6)
In 2023 we sold the RumbleOn Finance (“ROF”) loan portfolio at a loss, and in 2022 we sold a dealership in Louisiana for a gain.
Forgiveness of Paycheck Protection Program (“PPP”) Loans
In 2020, the Company and certain of its wholly owned subsidiaries entered into loan agreements and related promissory notes payableto receive U.S. Small Business Administration (“SBA”) loans pursuant to the PPP established under the Coronavirus Aid, Relief and Economic Security Act. The remaining balance of PPP loans attributable to continuing operations of $2.5 million was forgiven by the SBA during 2022 and is reflected as “Forgiveness of PPP loan” on the Consolidated Statement of Operations.
Income Tax Provision (Benefit) from Continuing Operations
($ in millions)20232022Change% Change
Income tax provision (benefit)$59.3 $(72.0)$131.3 (182.4)%
Effective tax rate(38.3)%23.6 %

Income tax expense increased in 2023 primarily due to a $92.9 million increase in the valuation allowance and the improvement in the pre-tax loss from continuing operations, which resulted in a negative effective tax rate, as we recorded income tax expense on a loss from continuing operations before income taxes. For further discussion, see Note 13-Income Taxes.
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Seasonality
Historically, the powersports industry has been seasonal with traffic and sales strongest in the spring and summer quarters. Sales and traffic are typically slowest in the winter quarter but increase in the spring season, coinciding with tax refunds and improved weather conditions. Given this seasonality, we expect our quarterly results of operations, including our revenue, gross profit, profit/loss, and cash flow, to vary accordingly.
Liquidity and Capital Resources
Our primary sources of liquidity are available cash and amounts available under our floor plan lines of credit. We had the following liquidity resources available at the end of 2023 and 2022: 
($ in millions)December 31,
20232022
Cash$58.9 $46.8 
Restricted cash(1)
18.1 10.0 
Total cash and restricted cash77.0 56.8 
Availability under powersports inventory financing credit facilities165.0 137.5 
     Total available liquidity$242.0 $194.3 
(1) Amounts included in restricted cash are primarily comprised of the deposits required under the Company’s various floorplan lines of credit and RumbleOn Finance line of credit.
Our financial statements reflect estimates and assumptions made by management that affect the carrying values of the Company’s assets and liabilities, disclosures of contingent assets and liabilities, and the reported amounts of revenue and expenses during the reporting period. The judgments, assumptions and estimates used by management are based on historical experience, management’s experience, and other factors, which are believed to be reasonable under the circumstances. Because of the nature of the judgments and assumptions made by management, actual results could differ materially from these judgments and estimates, which could have a material impact on the carrying values of the Company’s assets and liabilities and the results of operations.
The Company's consolidated financial statements have been prepared assuming that the Company will continue as a going concern, which assumes the continuity of operations, the realization of assets and the satisfaction of liabilities as they come due in the normal course of business. Management believes that current working capital, results of operations, and existing financing arrangements are sufficient to fund operations for at least one year from the financial statement date. The Company may need to obtain additional financing to support its long range plans.
As of December 31, 2023 and 2022, excluding operating lease liabilities, which are discussed in Note 10-Leases, the outstanding principal amount of indebtedness is summarized in the table below. See Note 9-Debt to our consolidated financial statements included in Part II, Item 8, Financial Statements and Supplementary Data of this 2023 Form 10-K for further information on our debt.
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December 31,
($ in millions)20232022
Asset-based financing:
Floor lines for inventory(1)
$291.3 $225.4 
Total asset-based financing291.3 225.4 
Term loan facility248.7 346.1 
Unsecured senior convertible notes38.8 38.8 
Finance lease obligation49.8 — 
Notes payable2.1 — 
RumbleOn Finance secured loan facility(2)
12.2 25.0 
Total debt642.9 635.3 
Less: unamortized debt discount and issuance costs(29.3)(31.8)
Total debt, net$613.6 $603.5 
(1) The 2022 amount shown includes $5.3 million of floor line debt for the discontinued automotive segment that was repaid during 2023. This amount was reported in current liabilities of discontinued operations on the Consolidated Balance Sheet as of December 31, 2022.
(2) Amount was fully repaid on January 2, 2024.

The following table sets forth a summary of our cash flows:

($ in millions)20232022Change
Net cash used in operating activities of continuing operations$(38.9)$(46.7)$7.8 
Net cash used in investing activities of continuing operations(19.1)(82.2)63.1 
Net cash provided by financing activities of continuing operations78.2 136.2 (58.0)
Net cash used in discontinued operations(1.8)(0.7)(1.1)
Net increase in cash and restricted cash$18.4 $6.6 $11.8 
Operating Activities
Our primary sources of operating cash flows from continuing operations result from the sales of new and pre-owned powersports vehicles and ancillary products. Our primary uses of cash from operating activities are purchases of inventory, parts and merchandise, cash used to acquire customers, interest payments on long-term debt whichand trade floor plans, rental costs for facilities, and personnel-related expenses. For 2023, net cash used in operating activities of $38.9 million decreased by $7.8 million compared to net cash used in operating activities of $46.7 million in 2022. Operating cash flows in 2023 benefited from our receipt of principal payments of ROF loans being higher than our originations of loans receivables but was negatively impacted by lower revenue and higher interest payments.
Investing Activities
Our primary use of cash for investing activities is for acquisitions and investments to support our operations. Cash used in investing activities for 2023 was $19.1 million, a decrease of $63.1 million compared to fund, startup costs and expenses, technology development, inventory, our transportation fleet, property and equipment and2022, primarily due to the acquisition of NextGen.Freedom Powersports in 2022.  
Financing Activities
Cash flows from financing activities primarily relate to our short and long-term debt activity and proceeds from equity issuances, which have been used to provide working capital and for general corporate purposes, including paying down our debt.
Key financing activities in 2023 included raising net proceeds of $98.4 million from our rights offering, generating $50.0 million from the sale-leaseback transaction of eight properties acquired in the Freedom Powersports transaction, and a $42.5 million increase in borrowings from non-trade floor plans. In addition, we used $111.7 million of our cash to repay debt, including finance lease payments.
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Key financing activities in 2022 included debt issuances of $109.5 million, an increase in non-trade floor plan borrowings totaling $77.9 million, and the repayment of $51.2 million of debt.
Critical Accounting Policies and Estimates
The preparationdiscussion and analysis of our financial condition and results of operations are based upon our consolidated financial statements, which have been prepared in conformityaccordance with United States generally accepted accounting principles of the United States (“GAAP”). The preparation of these financial statements requires management to make estimates and assumptionsjudgments that affect the reported amounts of assets and liabilities, revenue and expenses and related disclosures of contingent assets and liabilities inat the consolidateddate of our financial statements and accompanying notes. The Securities and Exchange Commission (the “SEC”) has defined a company’s critical accounting policies as the ones that are most important to the portrayal of the company’s financial condition and results of operations, and which require the company to make its most difficult and subjective judgments, often as a result of the need to make estimates of matters that are inherently uncertain. Based on this definition, we have identified the critical accounting policies and judgments addressed below. We also have other key accounting policies, which involve the use of estimates, judgments, and assumptions that are significant to understanding our results. For additional information, see Item 8 of Part II, Financial Statements and Supplementary Data Note 1 “Description of Business and Significant Accounting Policies.” Although we believe that our estimates, assumptions, and judgments are reasonable, they are based upon information presently available.statements. Actual results may differ significantly from these estimates under different assumptions or conditions, impacting our reported results of operations and financial condition.
Certain accounting policies involve significant judgments or conditions.
and assumptions by management, which have a material impact on the carrying value of assets and liabilities and the recognition of income and expenses. Management considers these accounting policies to be critical accounting policies. The estimates and assumptions used by management are based on historical experience and other factors, which are believed to be reasonable under the circumstances. The significant accounting policies and estimates that we believe are the most critical to aid in fully understanding and evaluating our reported financial results are described below. Refer to Note 1 — Description of Business and Summary of Significant Accounting Policies of the consolidated financial statements included in Part II, Item 8, Financial Statements and Supplementary Data, of this 2023 Form 10-K, for more detailed information regarding our critical accounting policies.
Revenue Recognition
We recognize revenue using a five-step model that includes: (1) identify the contract; (2) identify the performance obligations; (3) determine the transaction price; (4) allocate the transaction price to the performance obligations; and (5) recognize revenue when (or as) performance obligations are satisfied.
RevenueFor powersports vehicles sold at wholesale to dealers, we satisfy our performance obligation for vehicles sales when the wholesale purchaser obtains control of the underlying vehicle, which is derived from two primary sources: (1)upon delivery when the Company’s online marketplace,transfer of title, risks and rewards of ownership and control pass to the dealer. We recognize revenue at the amount we expect to receive for the pre-owned vehicle, which is the largest source of revenue and includes: (i)fixed price determined at the sale of pre-owned vehicles through consumer and dealer sales channels; (ii) vehicle financing; (iii) vehicle service contracts; (iv) retail merchandise sales; and (2) subscription and other fees relating to the RumbleOn software solution, which includes: (i) a vehicle appraisal process; (ii) inventory management system; (iii) customer relationship and lead management program; (iv) equity mining; (v) implementation: and (vi) training.
auction. The Company recognizes revenue when allpurchase price of the following conditions are satisfied: (i) therewholesale vehicle is persuasive evidencetypically due and collected within 30 days of an arrangement; (ii)delivery of the product or service has been providedwholesale vehicle.
For powersports vehicles sold to consumers, the customer; (iii) the amount to be paid bypurchase price is set forth in the customer contracts at a stand-alone selling price which is fixed or determinable; and (iv) the collection of the Company’s payment is probable.
The Company sells pre-owned vehiclesagreed upon prior to consumers and dealers primarily throughdelivery. We satisfy our website or regional partners, which include auctions. Revenue fromperformance obligation for pre-owned vehicle sales is recognizedupon delivery when the vehicle is delivered, a sales contract is signed, transfer of title, risks and rewards of ownership and control pass to the customer. We recognize revenue at the agreed upon purchase price has either beenstated in the contract, including any delivery charges. The amount of consideration received for pre-owned vehicle sales to consumers includes noncash consideration representing the value of trade-in vehicles, if applicable, as stated in the contract. Prior to the delivery of the vehicle, the payment is received, or collectabilityfinancing has been established, net of a reserve for returns. Our return policy allowsarranged. Payments from customers to returnwho finance their purchases with third parties are typically due and collected within three30 days from delivery. Our reserve for sales returns is estimated using historical experience and trends. The establishment of reserves for sales returns is dependent on a numberdelivery of variables.the pre-owned vehicle. In future periods additional provisions may be necessary due to a variety of factors, including changing customer return patterns due to the maturation of the online vehicle buying market, macro- and micro- economicmicro-economic factors that could influence customer return behavior, and future pricing environments. IfRevenue excludes any sales taxes, title and registration fees, and other government fees that are collected from customers.
Vehicle transportation services revenue is generated primarily by entering into freight brokerage agreements with dealers, distributors, or private party individuals to transport vehicles from a point of origin to a designated destination. The transaction price is based on the consideration as agreed upon with the customer. A performance obligation is created when the customer under a transportation contract submits a bill of lading for the transport of goods from origin to destination. These performance obligations are satisfied as the shipments move from origin to destination. The freight brokerage agreements are fulfilled by independent third-party transporters. While the Company is primarily responsible for fulfilling to customers, these factors result in adjustmentstransporters are obligated to sales returns, they could significantly impactmeet our future operating results.
Revenue for sales fees is recognizedfulfillment obligations and standards. Fulfillment obligations are short-term, with transit days less than one week. Generally, customers are billed either upon deliveryshipment of the vehicle or on a monthly basis, and remit payment according to the customer, when the sales contract is signed, and the purchase price has either been received or collectability has been established.
Vehicle finance fee revenue is recognized upon delivery of the vehicleapproved payment terms, generally not to the customer, when the sales contract is signed, and the financing has been arranged. The Company may be charged back for a fee in the event a contract is prepaid, defaulted upon, or terminated. Our risk related to contract cancellations is limited to the commissions that we receive. Cancellations will fluctuate depending on the customer financing default or prepayment rates and shifts in customer behavior. To the extent that actual experience differs from historical trends, there could be adjustments to our finance contract cancellation reserves.
Commission revenue on vehicle service contracts is recognized at the time of sale, net of a reserve for estimated contract cancellations. The reserve for cancellations is estimated based on historical experience and recent trends. Our risk related to contract cancellations is limited to the commissions that we receive. Cancellations will fluctuate depending on the customer financing default or prepayment rates, and shifts in customer behavior, including those related to changes in the coverage or term of the product. To the extent that actual experience differs from historical trends, there could be adjustments to our contract cancellation reserves.
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Subscription fees for access to the RumbleOn software solution are paid monthly and revenue recognition commences when the installation of the software is complete, acceptance has occurred, and collectability of a determinable amount is probable. Other fees are comprised of software installation and training.exceed 30 days. Revenue is recognized when installationvehicle is delivered to the owner. Express is considered the principal in the delivery transactions since it is primarily responsible for fulfilling the service. As a result, revenue is recorded gross.
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Inventory
Inventory is stated at the lower of cost or net realizable value. The cost of new and trainingpre-owned powersports vehicles is complete, acceptance has occurred, and collectabilitydetermined using the specific identification method. Inventory of a determinable amount is probable.
Vehicle Inventory
Pre-ownedpre-owned vehicle inventory is accounted for pursuant to ASC 330, Inventory and consists of pre-owned vehicles primarily acquired from consumers and includes the cost to acquire and recondition a pre-ownedthe vehicle. Reconditioning costs are billedis generally performed by third-party providersthe service departments in our dealerships and includes parts, labor, and other repair expenses directly attributable to a specific vehicle. Intercompany mark-up is eliminated in consolidation. Transportation costs are expensed as incurred. Pre-owned inventory is stated at the lower of cost or net realizable value. Vehicle inventory cost is determined by specific identification. Net realizable value is based on the estimated selling price less costs to complete, dispose and transport the vehicles. Selling prices are derived from historical data and trends, such as sales price and inventory turn data of similar vehicles, as well as independent market resources. Each reporting period, the Company recognizes any necessary adjustments to reflect pre-owned vehicle inventory at the lower of cost or net realizable value, which isvalue. Such adjustments are recognized in Costcost of salesrevenue on our consolidated statement of operations.
During the periods following the COVID-19 pandemic, the Company proactively secured pre-owned vehicles to meet accelerated demand during a challenging supply chain environment experienced by the industry. The imbalances in our Consolidated Statementssupply and demand caused increases in the cost to acquire pre-owned vehicles. As the availability of Operations.new powersports vehicles returned to pre-COVID levels, certain of the Company’s pre-owned vehicles were valued higher than net realizable value. We determined that a $12.6 million write down was required to adjust vehicles to net realizable value during the fourth quarter of 2023, as pricing of powersports units had stabilized compared to the volatility experienced in past periods.
Purchase Accounting for Business Combinations
On February 8, 2017, the Company acquired substantially all of the assets of NextGen, which was accounted under the purchase method of accountingTotal consideration transferred for business combinations. Under the purchase method of accounting, the cost, including transaction costs, of approximately $4,750,000 to acquire NextGen was preliminarilyacquisitions is allocated to the underlying nettangible and intangible assets acquired and liabilities assumed, if any, based on their respective estimated fair values.values at the dates of acquisition. This purchase price allocation process requires management to make significant estimates and assumptions with respect to intangible assets and other fair value adjustments with respect to certain assets acquired and liabilities assumed. The fair value of identifiable intangible assets is based on detailed valuations that use information and assumptions determined by management. Any excess of the purchase price over the estimated fair values of the net assets acquired was recorded as goodwill. Consistent with accounting principles generally accepted in the U.S. at the time the acquisition was consummated, the Company valued the purchase price to acquire NextGen based upon the fair value of the net tangible and intangible assets acquired is allocated to goodwill. While we use our best estimates and assumptions to accurately value assets acquired and liabilities assumed at the acquisition date as well as any contingent consideration, paidwhere applicable, our estimates are inherently uncertain and subject to refinement. As a result, during the measurement period, which included 1,523,809 sharesmay be up to one year from the acquisition date, we record adjustments to the assets acquired and liabilities assumed with the corresponding offset to goodwill. Upon conclusion of Class B Common Stock issued at a negotiated fair value.
The judgments made in determining the estimated fair value and expected useful lives assigned to each classmeasurement period or final determination of the values of assets andacquired or liabilities acquired can significantly impact netassumed, whichever comes first, any subsequent adjustments are recorded with an offset to our consolidated statements of operations.

We use the income (loss). For example, different classes of assets will have useful lives that differ. Consequently,approach to the extent a longer-lived asset is ascribed greater value under the purchase method than a shorter-lived asset there may be less amortization recorded in a given period.
Determiningdetermine the fair value of certain identifiable intangible assets including franchise rights. This approach determines fair value by estimating after-tax cash flows attributable to these assets over their respective useful lives and liabilities acquired requires significant judgment and often involvesthen discounting these after-tax cash flows back to a present value. We base our assumptions on estimates of future cash flows, expected growth rates, etc. We base the use of significant estimates and assumptions. As provided by the accounting rules, the Companydiscount rate used the one-year period following the consummationto arrive at a present value as of the date of acquisition on the time value of money and certain industry-specific risk factors. We believe the estimated purchased franchise rights and non-compete intangible asset amounts so determined represent the fair value at the date of acquisition and do not exceed the amount a third party would pay for the assets.
Refer to finalizeNote 2-Acquisitions for further discussion of the estimatesCompany’s business combinations.
Goodwill and Indefinite-Lived Intangible Assets
Goodwill represents the excess of the consideration transferred over the fair value of the identifiable assets acquired and liabilities acquired. One of the areas that requires more judgmentassumed in determining fair values and useful livesbusiness combinations. Goodwill is intangible assets. To assist in this process, the Company obtained an appraisal from an independent valuation firm for certain intangible assets. While there are a number of different methods used in estimating the value of the intangibles acquired, there are two approaches primarily used: discounted cash flow and market multiple approaches. Some of the more significant estimates and assumptions inherent in the two approaches include: projected future cash flows (including timing); discount rate reflecting the risk inherent in the future cash flows; perpetual growth rate; determination of appropriate market comparables; and the determination of whether a premium or a discount should be applied to comparables. Most of these assumptions were based on available historical information. As a result of this valuation during the fourth quarter of 2017, the Company finalized the preliminary purchase price allocation recorded at the acquisition date and made a measurement period adjustment to the preliminary purchase price allocation which included: (i) an increase to technology development of $1,500,000; (ii) a decrease in goodwill of $1,390,000; (iii) a decrease to customer contracts of $10,000; and (iv) a decrease to non-compete agreements of $100,000. The measurement period adjustment also resulted in a $166,250 net increase in accumulated amortization and amortization expense previously recorded for the nine-months ended September 30, 2017. This measurement period adjustment has been recorded in this Annual Report on Form 10-K and our Consolidated Financial Statements as if the measurement period adjustment had been made on February 8, 2017, the date of the acquisition. The company made these measurement period adjustments to reflect facts and circumstances that existed as of the acquisition date and did not result from intervening events subsequent to such date. See Item 8 of Part II, Financial Statements and Supplementary Data Note 2 “Acquisitions” for additional discussion.
Goodwill
The Company tests goodwilltested for impairment annually as of October 1, or more frequently ifwhenever events or changes in circumstances indicate that the assetan impairment may be impaired. Impairment testingexist.
We have two reportable segments, operating segments, and reporting units, as defined in GAAP for segment reporting and goodwill testing: (1) powersports and (2) vehicle transportation services, each of which is done at the reporting unit level. A reporting unitseparately evaluated for purposes of goodwill testing. We first review qualitative factors to determine whether it is an operating segment or one level below an operating segment (also known as a component). A component of an operating segment is a reporting unit if the component constitutes a business for which discrete financial information is available, and segment management regularly reviews the operating results ofmore likely than not that component. The Company has concluded that currently it has one reporting unit.
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We performed our test for impairment at the end of the fourth quarter of 2017 using a two-step quantitative process. Under the first step, the fair value of thea reporting unit is compared withless than its carrying amount; if we determine that it is not more likely than not that the fair value (including goodwill). Ifof a reporting unit is less than its carrying amount, then our goodwill is not considered to be impaired. However, if based on the qualitative assessment we conclude that it is more likely than not that the fair value of the reporting unit is less than its carrying amount, or if we elect to bypass the optional qualitative assessment as provided for under GAAP, we proceed with performing the quantitative impairment test.
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Fair value an indication of goodwillestimates used in the quantitative impairment exists for the reporting unit and step twotest are calculated using a combination of the impairment test (measurement) must be performed. Step two of the impairment test, if necessary, requires the estimation of the fair value for the assetsincome and liabilities of a reporting unit in order to calculate the implied fair value of the reporting unit’s goodwill. Under step two, an impairment loss is recognized to the extent the carrying amount of the reporting unit’s goodwill exceeds the implied fair value of goodwill.market approaches. The fair value of the reporting unit is determined by management and includes the use of significant estimates and assumptions. Management utilized the income approach specifically the discounted cash flow technique as a means for estimating fair value. This discounted cash flow analysis requires various assumptions including those about future cash flows, transactional and customer growth rates and discount rates. Expected cash flows will be based on historical customer growth and the growth in transactions, including attrition, future strategic initiatives and continued long-term growth of the business. The discount rates used for the analysis will reflect a weighted average cost of capital based on industry and capital structure adjusted for equity risk and size risk premiums. These estimates can be affected by factors such as customer and transaction growth, pricing, and economic conditions that can be difficult to predict. There was no impairment of goodwill as of December 31, 2017.
Common Stock Warrants
The Company accounts for common stock warrants in accordance with applicable accounting guidance provided in Accounting Standards Codification (ASC) 815, Derivatives and Hedging – Contracts in Entity’s Own Equity, as either derivative liabilities or as equity instruments depending on the specific terms of the warrant agreement. Any warrants that (i) require physical settlement or net-share settlement or (ii) provide the Company with a choice of net-cash settlement or settlement in its own shares (physical settlement or net-share settlement) provided that such warrants are indexed to the Company’s own stock is classified as equity. The Company classifies as assets or liabilities any warrants that (i) require net-cash settlement (including a requirement to net cash settle the contract if an event occurs and if that event is outside the Company’s control), (ii) gives the counterparty a choice of net-cash settlement or settlement in shares (physical settlement or net-share settlement) or (iii) that contain reset provisions that do not qualify for the scope exception. The Company assesses classification of its common stock warrants at each reporting date to determine whether a change in classification between assets and liabilities is required. The Company’s freestanding derivatives consisting of 218,250 warrants to purchase common stock that were issued to underwriters in connection with the October 23, 2017 public offering of Class B common stock satisfied the criteria for classification as equity instruments as these warrants do not contain cash settlement features or variable settlement provision that cause them to not be indexed to the Company’s own common stock. We use the Black-Scholes pricing model to value the derivative warrant as an equity instrument. The Black-Scholes pricing model, which is based, in part, upon unobservable inputs for which there is little or no market data, which requires the Company to develop its own assumptions for: (i) risk-free interest rate; (ii) volatility of the market price of the Company’s common stock; and (iii) expected dividend yield. As a result, if factors change and different assumptions are used, the warrant equity value and the change in estimated fair value could be materially different. Generally, as the market price of our common stock increases, the fair value of the warrant increases, and conversely, as the market price of our common stock decreases, the fair value of the warrant decreases. Also, a significant increase in the volatility of the market price of the Company’s common stock, in isolation, would result in a significantly higher fair value measurement; and a significant decrease in volatility would result in a significantly lower fair value measurement.
Stock Based Compensation
The Company is required to make estimates and assumptions related to our valuation and recording of stock-based compensation expense under current accounting standards. These standards require all share-based compensation to employees to be recognized in the statement of operations based on their respective grant date fair values over the requisite service periods and also requires an estimation of forfeitures when calculating compensation expense.
On June 30, 2017, the Company’s shareholders approved a Stock Incentive Plan (the “Plan”) under which restricted stock units (“RSUs”) and other equity awards may be granted to employees and non-employee members of the Board of Directors. Twelve percent (12%) of the Company’s issued and outstanding shares of Class B Common Stock from time to time are reserved for issuance under the Plan. The Company estimates the fair value of awards granted under the Plan on the date of grant. The fair value of an RSU is based on the averagepresent value of the high and low market pricesfuture cash flows of the Company’s Class B Common Stock on the date of grant and is recognized as an expense on a straight-line basis over its vesting period. Stock incentive plans requires judgment, including estimating the expected term the award will be outstanding, volatility ofeach reporting unit, while the market price of the Company’s common stock and the amount of the awards that are expected to be forfeited. We have estimated forfeituresapproach is based on historic employee behavior under similar stock-based compensation plans.certain multiples of selected guideline public companies or selected guideline transactions. The approaches incorporate a number of market participant assumptions including future revenue growth rates, corresponding gross margins, the discount rate, income tax rates, implied control premium and market activity in assessing fair value of stock-based compensation is affected byand are reporting unit specific. If the assumptions selected. A significant increase incarrying amount exceeds the market price of the Company’s common stock, in isolation, would result in a significantly higherreporting unit's fair value, measurement on future issuances; and a significant decrease in would result in a significantly lower fair value measurement on future issuances. See Item 8 of Part II, Financial Statements and Supplementary Data Note 1 “Description of Business and Significant Accounting Policies—Stock-Based Compensation.”
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Newly Issued Accounting Pronouncements
The Company has adopted Accounting Standards Update 2015-11 Inventory (Topic 330), Simplifying the Measurement of Inventory,which requires inventory to be stated at the lower of cost or net realizable value. Vehicle inventory cost is determined by specific identification. Net realizable value is the estimated selling price less costs to complete, dispose and transport the vehicles. Selling prices are derived from historical data and trends, such as sales price and inventory turn times of similar vehicles, as well as independent, market resources. Each reporting period the Company recognizes any necessary adjustments to reflect vehicle inventory at the lower of cost or net realizable value through cost of revenue in the accompanying Consolidated Statements of Operations.
In January 2017, the FASB issued new guidance, ASU No. 2017-4, Intangibles–Goodwill and Other (Topic 350):Simplifying the test for Goodwill Impairment. This guidance simplifies subsequent goodwill measurement by eliminating Step 2 from the goodwill impairment test. Under this update, an entity should perform its annual, or interim, goodwill impairment test by comparing the fair value of a reporting unit with its carrying amount. An entity shouldwe recognize an impairment charge for the amount by which the carrying amount exceeds the reporting unit’sunit's fair value; however,value. We recognize any impairment loss in operating income.
The fair value measurement associated with the lossquantitative goodwill and indefinite lived intangible assets test is based on significant inputs that are not observable in the market and thus represents a Level 3 measurement. Significant changes in the underlying assumptions used to value goodwill and franchise rights could significantly increase or decrease the fair value estimates used for impairment assessments.

As disclosed in Note 7, the Company performed its annual impairment test as of October 1, 2023 and recognized should not exceeda $23.1 million noncash goodwill impairment charge to its powersports reporting unit in the total amountfourth quarter of goodwill allocated2023. The Company also recognized a $37.0 million franchise rights impairment charge to the powersports reporting unit that resulted from the test as of October 1, 2023. The Company determined that the fair value of the vehicle transportation services reporting unit. The new standard is effective for annual periods,unit exceeded its carrying value and interim periods within those annual periods, beginning after December 15, 2019no impairment was required.

In connection with early adoption permitted for annualour goodwill impairment tests performed after January 1, 2017. The standard must be applied prospectively. Upon adoption,in the standard will impact how the Company assessesfourth quarter of 2022, we recognized noncash goodwill for impairment.  The Company will adopt this guidance for periods after January 1, 2018. The adoptionimpairment losses of this guidance is not expected to have a significant impact on$26.0 million in the Company’s consolidated financial statements.
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RESULTS OF OPERATIONS
The following table provides our results ofautomotive reporting unit, which is reported in discontinued operations, for each of the years ended December 31, 2017 and 2016, including key financial information relating$218.6 million to our business and operations. This financial information should be read in conjunction with our audited Consolidated Financial Statements and Notes to Consolidated Financial Statements included in Item 8 of Part II.
 
 
2017
 
 
2016
 
Revenue:
 
 
 
 
 
 
Pre-owned vehicle sales
 $7,020,070 
 $- 
Other sales and revenue
  159,230 
  - 
Subscription fees
  126,602 
  - 
Total revenue
  7,305,902 
  - 
 
    
    
Cost of revenue
  7,027,793 
  - 
Selling general and administrative
  7,586,999 
  211,493 
Depreciation and amortization
  668,467 
  1,900 
Total expenses
  15,283,259 
  213,393 
 
    
    
Operating loss
  (7,977,357)
  (213,393)
 
    
    
Interest expense
  595,966 
  11,698 
 
    
    
Net loss before provision for income taxes
  (8,573,323)
  (225,091)
 
    
    
Benefit for income taxes
  - 
  513 
 
    
    
Net Loss
 $(8,573,323)
 $(224,578)
Comparison of the years ended December 31, 2017 to December 31, 2016
Revenue
Total revenue increased $7,305,902 for the year ended December 31, 2017 as compared to the same period in 2016.powersports reporting unit. The increase in revenue was driven by the initial launch of our e-commerce platform, including the launch of the RumbleOn website, expanded inventory selection, enhanced social media advertising, aggressive event marketing efforts, increased brand awareness and customer referrals. We anticipate that pre-owned vehicle sales will continue to grow as we increase our available online pre-owned vehicle inventory while continuing to efficiently source and scale our addressable markets of consumers and dealers through brand building and direct response marketing.
Sales of pre-owned vehicles to consumers and dealers through our online marketplace increased $7,020,070 for the year ended December 31, 2017 as compared to the same period in 2016. This increase was driven by the sale of 678 pre-owned vehicles to consumers and dealer during the year ended December 31, 2017. The average selling price of the pre-owned vehicles sold for the year ended December 31, 2017 was $10,363. The average selling price of pre-owned vehicles sold will fluctuate from period to period as a result of changes in the sales mix to consumers and dealers in any given period. The Company continues to transition from its initial focus on solely acquiring and selling higher priced Harley-Davidson motorcycles to acquiring a mix of both Harley Davidson and lower priced powersports vehicles that is a better representation of the overall powersport market. Because of this change in mix our average selling price will decline from current levels; however, we anticipate the decrease in average selling price to be offset, in part, by an increase in volume sales of metric brands. We anticipate however that our gross margin percentage will be the same or could improve from current levels. There were no sales of pre-owned vehicles to consumers or dealers for the year ended December 31, 2016.
Other sales and revenue increased $159,230 for the year ended December 31, 2017 as compared to the same period in 2016. This increase was primarily driven by the increase in pre-owned vehicles sold to consumers which led to an increase in loans originated and sold, vehicle service contracts and retail merchandise sales. There were no loans originated and sold, vehicle service contracts or retail merchandise sales for the year ended December 31, 2016.
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Subscription and other fees
Subscription and other fee revenue increased $126,602 for the year ended December 31, 2017 as compared to the same period in 2016. This increase was comprised of subscription and onboarding fees generated by dealers utilizing our software. There were no Subscription or other fee revenue for the year ended December 31, 2016.
Expenses
Cost of Revenue
Total cost of revenue increased $7,027,793 for the year ended December 31, 2017 as compared to the same period in 2016. This increase was driven by the: (i) sale of pre-owned vehicles to consumers and dealers; (ii) sale of related products from the pre-owned vehicle sales to consumer; and (iii) costs and expenses associated with the subscription and onboarding fee revenue generated from dealers during the year ended December 31, 2017. There were no sales of pre-owned vehicles, subscription or other fee revenue for the year ended December 31, 2016.
Cost of pre-owned vehicle sales increased $6,840,841 for the year ended December 31, 2017 as compared to the same period in 2016. This increase was driven by the sale of 678 pre-owned vehicles to consumers and dealers during the year ended December 31, 2017. The average cost of the pre-owned vehicles sold for the year ended December 31, 2017 was $9,730 excluding auction fees, transportation and reconditioning cost. There were no sales of pre-owned vehicles to consumers or dealers for the year ended December 31, 2016.
Cost of other sales and revenue increased $79,029 for the year ended December 31, 2017 as compared to the same period in 2016. This increase was primarily driven by the increase in pre-owned vehicle sold to consumers which led to an increase in loans originated and sold, vehicle service contracts and retail merchandise sales. There were no loans originated and sold, vehicle service contracts or retail merchandise sales for the year ended December 31, 2016.
Cost of subscription and other fee revenue increased $107,923 for the year ended December 31, 2017 as compared to the same period in 2016.  Costs and expenses related to subscription and other fee revenue included: (i) various data feeds from third parties; (ii) hosting of the customer facing website; (iii) commissions for new sales; and (iv) implementation and training of new and existing dealers. There were no cost and expenses related to subscription or other fee revenue for the year ended December 31, 2016.
Selling, general and administrative
 
 
2017
 
 
2016
 
Selling general and administrative:
 
 
 
 
 
 
Compensation and related costs
 $3,111,363 
 $- 
Advertising and marketing
  1,731,028 
  - 
Professional fees
  890,580 
  153,668 
Technology development
  452,957 
  - 
General and administrative
  1,401,071 
  57,825 
 
 $7,586,999 
 $211,493 
Selling, general and administrative expenses increased $7,375,506 for the year ended December 31, 2017 as compared to the same period in 2016. The increase is a result of the initial launch of our e-commerce platform, including the launch of our website and mobile application which resulted in: (i) an increase in expenses associated with advertising and marketing; (ii) increase headcount associated with the development and operating our product procurement and distribution system, managing our logistics system; (iii) continued investment in technology development; (iv) transportation cost associated with selling vehicles; and (v) other corporate overhead costs and expenses, included legal, accounting, finance and business development.
Compensation and related costs increased $3,111,363 for the year ended December 31, 2017 as compared to the same period in 2016. The increase was driven by the growth in headcount at our Dallas, Texas operations center and Charlotte, North Carolina corporate office and included payroll related cost and expenses, benefits and stock-based compensation related to new hires in our marketing, product and inventory management, accounting, finance, information technology, and administration departments. As our business continues to grow these expenses will increase as we add headcount in all areas of the business.
Advertising and marketing increased $1,731,028 for the year ended December 31, 2017 as compared to the same period of 2016. The increase was from the costs associated with the launch of our website and mobile application, aggressive event marketing and development of a multi-channel approach to consumers and dealers. We began to utilize a combination of brand building and direct response channels to efficiently source and scale our addressable markets. Our paid advertising efforts included advertisements through search engine marketing, social media, inventory site listing, retargeting, organic referral, display, direct mail and branded pay-per-click channels. We believe our strong consumer and dealer focus ensures loyalty which will drive both high participation in the buy and selling process while increasing referrals. In addition to our paid channels, in future periods we intend to attract new customers through increased media spending and public relations efforts and further invest in our proprietary technology platform.
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Professional fees increased $736,912 for the year ended December 31, 2017 as compared to the same period in 2016. This increase was primarily a result of legal, accounting and other professional fees and expenses incurred in connection with the: (i) NextGen Acquisition; (ii) 2017 Private Placement; (iii) second tranche of 2016 Private Placement; (iv) Senior Secured Promissory Notes (defined below); (v) the 2017 Public Offering; (vi) Nasdaq listing; and (vii) various corporate matters resulting from the growth and expansion of the RumbleOn business plan. See Item 8 of Part II, Financial Statements and Supplementary Data Note 2 “Acquisitions,” Note 5—”Notes Payable”, and Note 6—”Stockholders’ Equity” for additional discussion.
Technology development costs consist principally of (i) development activities including payroll and related expenses billed by a third-party contractor involved in application, content, production, maintenance, operation, and platform development for new and existing products and services, (ii) technology infrastructure expenses, and (iii) costs of Company employees devoted to the development and maintenance of software products. Technology development expenses increased $452,957 for the year ended December 31, 2017 as compared to the same period in 2016. Total technology costs and expenses incurred for the year ended December 31, 2017 were $959,743 of which $506,786 was capitalized.  For the year ended December 31, 2017, a third-party contractor billed $914,099 of the total technology development costs. The amortization of capitalized technology development costs for the year ended December 31, 2017 was $588,519, which included $125,000 of amortization resulting from the increase in capitalized technology development costs associated with a measurement period adjustment for the NextGen Acquisition that was recorded in the 4th quarter as if the measurement period adjustment had been made on February 8, 2017, the date of the acquisition. There were no technology development costs incurred and no amortization of capitalized development costs for the period end December 31, 2016. We expect our technology development expenses to increase as we continue to upgrade and enhance our technology infrastructure, invest in our products, expand the functionality of our platform and provide new product offerings. We also expect technology development expenses to continue to be affected by variations in the amount of capitalized internally developed technology.
General and administrative expenses increased $1,343,246 for the year ended December 31, 2017 as compared to the same period in 2016. The increase is a result of the cost and expenses associated with the continued progress made in the development of our business, the establishment of our Dallas operations center and meeting the requirements of being a public company. General and administrative costs and expenses included: (i) insurance; (ii) advisor and various filing fees for financing transactions; (iii) office supplies and process application software; (iv) public and investor relations; (v) transportation cost associated with selling vehicles; and (vi) travel.
Depreciation and Amortization
Depreciation and amortization increased $666,567 for the year ended December 31, 2017 as compared to the same period in 2016 and was comprised of the: (i) amortization of capitalized technology development and (ii) depreciation of vehicle, furniture and equipment. The increase in depreciation and amortization is a result of the investments made in connection with the expansion and growth of the business which for the year ended December 31, 2017 included: (i) capitalized technology acquisition and development costs of $506,786; and (ii) the purchase of vehicles, furniture and equipment of $622,513. For the year ended December 31, 2017, amortization of capitalized technology development was $588,519 which included $166,250 of additional amortization resulting from the December 31, 2017 measurement period adjustment. Depreciation and amortization on vehicle, furniture and equipment was $78,048. Depreciation and amortization on furniture and equipment for the same periods in 2016 was $1,900. There was no amortization of capitalized technology development costs for the year ended December 31, 2016. See Item 8 of Part II, Financial Statements and Supplementary Data—Note 2—”Acquisitions” for additional discussion.
Interest Expense
Interest expense increased $584,268 for the year ended December 31, 2017 as compared to the same period in 2016. The increase in interest expense resulted from: (i) interest on a higher level of debt outstanding; (ii) the conversion of the BHLP Note; (iii) the amortization of the beneficial conversion feature on the Private Placement Notes; and (iv) the amortization of the original issue discount on the Senior Secured Promissory Notes. The conversion of the BHLP Note resulted in a $196,076 charge to interest expense for the remaining balance of the beneficial conversion feature, net of deferred taxes and is included in interest expense for the year ended December 31, 2017. Interest expense on the Private Placement Notes for the year ended December 31, 2017 was $158,740 which included $126,076 of debt discount. Interest expense on the NextGen Notes for the year ended December 31, 2017 was $76,457. Interest expense on the Senior Secured Promissory Notes for the year ended December 31, 2017 was $161,075 which included $150,000 of original issue discount amortization. Interest expense for the year ended December 31, 2016 was $11,698 and was attributed to the Convertible Note Payable-Related party. See Item 8 of Part II, Financial Statements and Supplementary Data—Note 5—”Notes Payable” for additional discussion.
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Liquidity and Capital Resources
The following table sets forth a summary of our cash flows for the year ended December 31, 2017 and 2016:
 
 
2017
 
 
2016
 
 
 
 
 
 
 
 
Net cash (used in) provided by operating activities
 $(9,623,493)
 $(19,976)
Net cash used in investing activities
  (1,879,298)
  (45,515)
Net cash provided by financing activities
  19,322,863 
  1,412,358 
Net increase in cash
 $7,820,072 
 $1,346,867 
Operating Activities
Net cash used in operating activities increased $9,603,517 to $9,623,493 for the for the year ended December 31, 2017, as compared to same period in 2016. The increase in net cash used is primarily due to a $8,348,745 increase in our net loss offset by an increase in the net change operating assets and liabilities of $2,894,953 and a $1,640,181 increase in non-cash expense items. The increase in the net loss for the for the year ended December 31, 2017 was a result of the continued expansion and progress made on our business plan, including a significant increase in marketing and advertising spend in connection the launch of the Company’s website, www.rumbleon.com, acquisition of vehicle inventory, continue development of the Company’s business and for working capital purposes.
Investing Activities
Net cash used in investing activities increased $1,833,783 to $1,879,298 for the year ended December 31, 2017 as compared with 2016. The increase in cash used for investment activities was primarily for the purchase of NextGen, $506,786 in costs incurred for technology development and the purchase of $622,514 of vehicles, furniture and equipment.
On February 8, 2017, the Company acquired substantially all of the assets of NextGen in exchange for $750,000 in cash, plus 1,523,809 unregistered shares of Class B Common Stock of the Company and a subordinated secured promissory note issued by the Company in favor of NextGen in the amount of $1,333,334 (the “NextGen Note”). The NextGen Note matures on the third anniversary of the closing date (the “Maturity Date”). Interest accrues and will be paid semi-annually (i) at a rate of 6.5% annually from the closing date through the second anniversary of such date and (ii) at a rate of 8.5% annually from the second anniversary of the closing date through the Maturity Date. In connection with the closing of the NextGen Acquisition, certain investors of the Company accelerated the funding of the second tranche of their investment totaling $1,350,000. The investors were issued 1,161,920 shares of Class B Common Stock and promissory notes in the amount of $667,000. See Item 7 of Part II, “Management’s Discussion and Analysis of Financial Condition and Results of Operations” “Financing Activities” and Item 8 of Part II, Financial Statements and Supplementary Data—Note 5—”Notes Payable” for additional discussions.
Financing Activities
Year Ended December 31, 2017
Net cash provided by financing activities increased $17,910,505 to $19,322,863 for the year ended December 31, 2017 as compared to the same period in 2016. This increase is primarily a result of the: (i) 2017 Private Placement of Class B Common Stock at a price of $4.00 per share with proceeds of $2,630,000; (ii) second tranche of the 2016 Private Placement of Class B Common Stock with proceeds of $683,040 and $667,000 in promissory notes; (iii) Senior Secured Promissory Notes proceeds of $1,500,000 (iv) the 2017 Public Offering of 2,910,000 Class B Common Stock at a price of $5.50 with proceeds of approximately $14.5 million, and (v) Line of credit-floor plan advances of $1,081,593. The proceeds from the 2017 Private Placement, the second tranche of the 2016 Private Placement, the Senior Secured Promissory Notes, 2017 Public Offering and Line of credit-floor plan were used to complete the launch of the Company’s website,www.rumbleon.com, acquire vehicle inventory, technology development, continue development of the Company’s business and for working capital purposes.
On February 8, 2017, in connection with the NextGen Acquisition, the Company issued the NextGen Note. Interest accrues and will be paid semi-annually (i) at a rate of 6.5% annually from the closing date through the second anniversary of such date and (ii) at a rate of 8.5% annually from the second anniversary of the closing date through the Maturity Date. Upon the occurrence of any event of default, the outstanding balance under the NextGen Note shall become immediately due and payable upon election of the holder. The Company’s obligations under the NextGen Note are secured by substantially all the assets of NextGen Pro, pursuant to an Unconditional Guaranty Agreement (the “Guaranty Agreement”), by and among NextGen and NextGen Pro, and a related Security Agreement between the parties, each dated as of February 8, 2017. Under the terms of the Guaranty Agreement, NextGen Pro has agreed to guarantee the performance of all the Company’s obligations under the NextGen Note. Interest expense on the NextGen Notes for the year ended December 31, 2017 was $76,457. See Item 8 of Part II, Financial Statements and Supplementary Data—Note 5—”Notes Payable” for additional discussion.
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On March 31, 2017, the Company completed funding of the second tranche of the 2016 Private Placement (as defined below). The investors were issued 1,161,920 shares of Class B Common Stock of the Company and promissory notes (the “Private Placement Notes”) in the amount of $667,000, in consideration of cancellation of loan agreements having an aggregate principal amount committed by the purchasers of $1,350,000. Under the terms of the Private Placement Notes, interest shall accrue on the outstanding and unpaid principal amounts until paid in full. The Private Placement Notes mature on March 31, 2020. Interest accrues at a rate of 6.5% annually from the closing date through the second anniversary of such date and at a rate of 8.5% annually from the second anniversary of the closing date through the maturity date. Upon the occurrence of any event of default, the outstanding balance under the Private Placement Notes shall become immediately due and payable upon election of the holders. Based on the relativeestimated fair values attributed to the Class B Common Stock and promissory notes issued in the 2016 Private Placement, the Company recorded a debt discount on the promissory notes of $667,000 with the corresponding amounts as addition to paid in capital. The debt discount is amortized to interest expense until the scheduled maturity of the Private Placement Notes in March 2020 using the effective interest method. The effective interest rate at December 31, 2017 was 26.0%. Interest expense on the Private Placement Notes for the year ended December 31, 2017 was $158,740, which included debt discount amortization of $126,076 for the year ended December 31, 2017.See Item 8 of Part II, “Financial Statements and Supplementary Data—Note 5—Notes Payable” for additional discussion.
On March 31, 2017, the Company completed the sale of 620,000 shares of Class B Common Stock, par value $0.001, at a price of $4.00 per share for aggregate proceeds of $2,480,000 in the private placement (the “2017 Private Placement”). Officers and directors of the Company acquired 175,000 shares of Class B Common Stock in the 2017 Private Placement. In May 2017, the Company completed the sale of an additional 37,500 shares of Class B Common Stock in the 2017 Private Placement. Proceeds from the 2017 Private Placement were used to complete the launch of the Company’s website,www.rumbleon.com, acquire vehicle inventory, continue development of the Company’s platform, and for working capital purposes.See Item 8 of Part II, “Financial Statements and Supplementary Data—Note 6—Stockholders’ Equity” for additional discussion.
On September 5, 2017 the Company executed Senior Secured Promissory Notes (the “Senior Secured Promissory Notes”) in favor of several investors, including certain executive officers and directors of the Company, in the aggregate principal amount of $1,650,000 (“Principal Amount”), which includes an aggregate original issue discount of $150,000. The proceeds to the Company from the Senior Secured Promissory Notes, net of original issuance discount, was $1,500,000. The Senior Secured Promissory Notes were secured by an interest in all the Company’s Collateral, as such term was defined in the Senior Secured Promissory Notes. The Senior Secured Promissory Notes maturity was September 15, 2018 and borer interest at a rate equal to 5% per annum through December 31, 2017, and a rate of 10% per annum thereafter. Interest was payable monthly in arrears. Upon the occurrence of any event of default, the outstanding balance under the Senior Secured Promissory Notes would become immediately due and payable upon election of the holders. The Principal Amount and any unpaid interest accrued thereon could be prepaid by the Company at any time prior to the Maturity Date without premium or penalty upon five days prior written notice to the Noteholder. If the Company consummated in one or more transactions financing of any nature resulting in net proceeds available to the Company of $5,000,000 or more, then the Noteholders could require the Company to prepay the Senior Secured Promissory Notes on thirty (30) days prior written notice to the Company. The original issue discount was amortized to interest expense through repayment of the Senior Secured Promissory Notes using the effective interest method. On October 23, 2017, the Company completed the 2017 Public Offering and used approximately $1,661,075 of the net proceeds of the offering for the repayment of the Senior Secured Promissory Notes in the aggregate principal amount of $1,650,000, plus accrued interest of $11,075, which resulted in the termination of the Senior Secured Promissory Notes.
On October 23, 2017, the Company completed the 2017 Public Offering of 2,910,000 shares of the Company’s Class B Common Stock at a price of $5.50 per share for net proceeds to the Company of approximately $14.5 million. In connection with the 2017 Public Offering, on October 19, 2017, the Class B Common Stock uplisted from the OTCQB and began trading on The NASDAQ Capital Market under the symbol “RMBL”. The Company used $1,661,075 of the net proceeds of the 2017 Public Offering for the repayment of the Senior Secured Promissory Notes. See Item 8 of Part II, “Financial Statements and Supplementary Data—Note 6—Stockholders’ Equity” for a further discussion.
On November 2, 2017, the Company, through its wholly-owned subsidiary RMBL Missouri, LLC (the “Borrower”), entered into a floor plan line of credit (the “Credit Line”) with NextGear Capital, Inc. (“NextGear”) in the amount of $2,000,000, or such lesser sum which may be advanced to or on behalf of the Borrower from time to time, pursuant to that certain Demand Promissory Note and Loan and Security Agreement. As of November 2, 2017, the effective rate of interest was 6.5%. Advances and interest under the Credit Line are due and payable upon demand, but, in general, in no event later than 150 days from the date of request for the advance (or the date of purchase in the case of a universal funding agreement) or of the receivable, as applicable. The Credit Line is secured by a grant of a security interest in the vehicle inventory and other assets of the Borrower and payment is guaranteed by the Company pursuant to a guaranty in favor of NextGear and its affiliates. On February 20, 2018, the Company notified NextGear that it was terminating the Credit Line, and all security or other credit documents entered into in connection therewith.  At the time of the notification, there was no indebtedness outstanding under the Credit Line.
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Year Ended December 31, 2016
On July 13, 2016, the Company entered into an unsecured convertible note (the “BHLP Note”) with Berrard Holdings, an entity owned and controlled by a current officer and director, Mr. Berrard, pursuant to which the Company was required to repay $191,858 on or before July 13, 2026 plus interest at 6% per annum. The BHLP Note was also convertible into common stock, in whole, at any time before maturity at the option of the holder at the greater of $0.06 per share or 50% of the price per share of the next qualified financing which is defined as $500,000 or greater. Effective August 31, 2016, the principal amount of the BHLP Note was amended to include an additional $5,500 loaned to the Company, on the same terms. On November 28, 2016, the Company completed its qualified financing at $1.50 per share which established the conversion price per share for the BHLP Note of $0.75 per share, resulting in the principal amount of the BHLP Note being convertible into 263,144 shares of Class B Common Stock. As such, November 28, 2016 became the “commitment date” for determining the value of the BHLP Note conversion feature. Because there had beenvehicle transportation services reporting unit exceeded its carrying value, and no trading in the Company’s common stock since July 2014, other than the purchase by Berrard Holdings of 99.5% of the outstanding shares in a single transaction, the Company used the Monte Carlo simulation to determine the intrinsic value of the conversion feature of the BHLP Note, which resulted in a value in excess of the principal amount of the BHLP Note. Thus, the Company recorded a note discount of $197,358 with the corresponding amount as an addition to paid in capital. This note discountimpairment was amortized to interest expense until the scheduled maturity of the BHLP Note in July 2026 or until it was converted using the effective interest method. On March 31, 2017, the Company issued 275,312 shares of Class B Common Stock upon full conversion of the BHLP Note, having an aggregate principal amount, including accrued interest, of $206,484 and a conversion price of $0.75 per share. In connection with the conversion of the BHLP Note, the remaining debt discount of $196,076 was charged to interest expense in the Consolidated Statements of Operations and the related deferred tax liability was credited to Additional paid in capital in the Consolidated Balance Sheets. See Item 8 of Part II, “Financial Statements and Supplementary Data—Note 5—Notes Payable” for additional discussion.
On November 28, 2016, the Company completed a private placement with certain purchasers, with respect to the sale of an aggregate of 900,000 shares of common stock of the Company at a purchase price of $1.50 per share for total consideration of $1,350,000 (the “2016 Private Placement”). In connection with the 2016 Private Placement, theindicated. The Company also entered into loan agreements, pursuant to which the purchasers would loan to the Company their pro rata share of up to $1,350,000 in the aggregate upon the request of the Company at any time on or after January 31, 2017 and before November 1, 2020. On March 31, 2017, the Company completed the second tranche of the 2016 Private Placement. See Item 8 of Part II, “Financial Statements and Supplementary Data—Note 5—Notes Payable” for additional discussion.
Investment in Growth
At December 31, 2017, our principal sources of liquidity were cash and cash equivalents totaling $9,170,652. Since inception, our operations have been financed primarily by net proceeds from the sales of shares of our Class B common stock and proceeds from the issuance of indebtedness. We have incurred cumulativerecognized noncash franchise rights impairment losses of $9,019,300$105.6 million to its powersports reporting unit resulting from our operations through December 31, 2017its impairment tests in 2022.
Newly Issued Accounting Pronouncements
See Note 1 -Description of Business and expect to incur additional losses in the future. We believe that our existing sources of liquidity will be sufficient to fund our operations for at least the next 12 months. However, our cash requirements for the next twelve months are significant as we have begun to aggressively invest in the growth of our business and we expect this investment to continue. We plan to invest heavily in inventory, marketing, technology and infrastructure to support the growth of the business. These investments are expected to increase our negative cash flow from operations and operating losses at least in the near term, and our limited operating history makes predictions of future operating results difficult to ascertain. Our prospects must be considered in light of the risks, expenses and difficulties frequently encountered by companies that are early in their development, particularly companies in new and rapidly evolving markets. Such risks for us include an evolving business model, advancement of technology and the management of growth. To address these risks, we must, among other things, continue our development of relevant applications, stay abreast of changes in the marketplace, as well as implement and successfully execute our business and marketing strategy. There can be no assurance that we will be successful in addressing such risks, and the failure to do so can have a material adverse effect on our business prospects, financial condition and results of operations.
Also, on February 16, 2018, the Company, through Borrower, entered into an Inventory Financing and Security Agreement (the “Credit Facility”) with Ally Bank, a Utah chartered state bank (“Ally Bank”) and Ally Financial, Inc., a Delaware corporation (“Ally” together with Ally Bank, the “Lender”), pursuant to which the Lender may provide up to $25 million in financing, or such lesser sum which may be advanced to or on behalf of the Borrower from time to time, as part of its floorplan vehicle financing program. Advances under the Credit Facility require the Company maintain 10.0% of the advance amount as restricted cash. Advances under the Credit Facility will bear interest at a per annum rate designated from time to time by the Lender and will be determined using a 365/360 simple interest method of calculation, unless expressly prohibited by law. Advances under the Credit Facility, if not demanded earlier, are due and payable for each vehicle financed under the Credit Facility as and when such vehicle is sold, leased, consigned, gifted, exchanged, transferred, or otherwise disposed of. Interest under the Credit Facility is due and payable upon demand, but, in general, in no event later than 60 days from the date of request for payment.  Upon any event of default (including, without limitation, the Borrower’s obligation to pay upon demand any outstanding liabilities of the Credit Facility), the Lender may, at its option and without notice to the Borrower, exercise its right to demand immediate payment of all liabilities and other indebtedness and amounts owed to Lender and its affiliates by the Borrower and its affiliates. The Credit Facility is secured by a grant of a security interest in the vehicle inventory and other assets of the Borrower and payment is guaranteed by the Company pursuant to a guaranty in favor of the Lender, and secured by the Company pursuant to a General Security Agreement.
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Significant Accounting Policies.
Off-Balance Sheet Arrangements
As of September 30, 2017, we did not have any off-balance sheet arrangements that have or are reasonably likely to have a current or future effect on our financial condition, changes in financial condition, revenue or expenses, results of operations, liquidity, capital expenditures or capital resources that is material to investors.
Emerging Growth Company
We are an “emerging growth company” under the federal securities laws and will be subject to reduced public company reporting requirements. In addition, Section 107 of the JOBS Act also provides that an “emerging growth company” can take advantage of the extended transition period provided in Section 7(a)(2)(B) of the Securities Act of 1933, as amended, for complying with new or revised accounting standards. In other words, an “emerging growth company” can delay the adoption of certain accounting standards until those standards would otherwise apply to private companies. We are choosing not to take advantage of the extended transition period for complying with new or revised accounting standards.
Forward-Looking Statements
This Annual Report on Form 10-K contains forward-looking statements and involves risks and uncertainties that could materially affect expected results of operations, liquidity, cash flows, and business prospects. These statements include, among other things, statements that:
We have a limited operating history and we cannot assure you we will achieve or maintain profitability;
Our annual and quarterly operating results may fluctuate significantly or may fall below the expectations of investors or securities analysts, each of which may cause our stock price to fluctuate or decline;
The initial development and progress of our business to date may not be indicative of our future growth prospects and, if we continue to grow rapidly, we may not be able to manage our growth effectively;
We may require additional capital to pursue our business objectives and respond to business opportunities, challenges or unforeseen circumstances. If capital is not available on terms acceptable to us or at all, we may not be able to develop and grow our business as anticipated and our business, operating results and financial condition may be harmed;
The success of our business relies heavily on our marketing and branding efforts, especially with respect to the RumbleOn website and our branded mobile applications, and these efforts may not be successful;
The failure to develop and maintain our brand could harm our ability to grow unique visitor traffic and to expand our dealer network;
We rely on Internet search engines and social media to drive traffic to our website, and if we fail to appear prominently in the search results, our traffic would decline, and our business would be adversely affected;
A significant disruption in service on our website or of our mobile applications could damage our reputation and result in a loss of consumers, which could harm our business, brand, operating results, and financial condition;
We may be unable to maintain or grow relationships with information data providers or may experience interruptions in the data feeds they provide, which may limit the information that we are able to provide to our users and dealers as well as adversely affect the timeliness of such information and may impair our ability to attract or retain consumers and our dealers and to timely invoice all parties;
If key industry participants, including powersports and recreation vehicle dealers and regional auctions, perceive us in a negative light or our relationships with them suffer harm, our ability to operate and grow our business and our financial performance may be damaged;
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If we are unable to provide a compelling recreation vehicle buying experience to our users, the number of transactions between our users, RumbleOn and dealers will decline, and our revenue and results of operations will suffer harm;
The growth of our business relies significantly on our ability to increase the number of dealers and regional auctions in our network such that we are able to increase the number of transactions between our users, dealers and auctions. Failure to do so would limit our growth;
Our ability to grow our complementary product offerings may be limited, which could negatively impact our development, growth, revenue and financial performance;
We rely on third-party financing providers to finance a significant portion of our customers’ vehicle purchases;
Our sales of powersports/recreational vehicles may be adversely impacted by increased supply of and/or declining prices for pre-owned powersports and recreational vehicles and excess supply of new powersports and recreational vehicles;
We rely on a number of third parties to perform certain operating and administrative functions for the Company;
We participate in a highly competitive market, and pressure from existing and new companies may adversely affect our business and operating results;
Seasonality or weather trends may cause fluctuations in our unique visitors, revenue and operating results;
We collect, process, store, share, disclose and use personal information and other data, and our actual or perceived failure to protect such information and data could damage our reputation and brand and harm our business and operating results;
Failure to adequately protect our intellectual property could harm our business and operating results;
We may in the future be subject to intellectual property disputes, which are costly to defend and could harm our business and operating results;
Results of operations from quarter to quarter may be volatile as a result of the impact of fluctuations in the fair value of our outstanding warrants;
We depend on key personnel to operate our business, and if we are unable to retain, attract and integrate qualified personnel, our ability to develop and successfully grow our business could be harmed;
We may acquire other companies or technologies, which could divert our management’s attention, result in additional dilution to our stockholders and otherwise disrupt our operations and harm our operating results;
The trading price for our Class B Common Stock may be volatile and could be subject to wide fluctuations in per share price;
Our principal stockholders and management own a significant percentage of our stock and an even greater percentage of the Company’s voting power and will be able to exert significant control over matters subject to stockholder approval;
If securities or industry analysts do not publish research or reports about our business, or if they issue an adverse or misleading opinion regarding our stock, our stock price and trading volume could decline;
Because our Class B Common Stock may be deemed a low-priced “penny” stock, an investment in our Class B Common Stock should be considered high risk and subject to marketability restrictions;
A significant portion of our total outstanding shares of Class B Common Stock is restricted from immediate resale but may be sold into the market in the near future. This could cause the market price of our Class B Common Stock to drop significantly, even if our business is doing well;
We do not currently or for the foreseeable future intend to pay dividends on our common stock;
We are an “emerging growth company” under the JOBS Act of 2012, and we cannot be certain if the reduced disclosure requirements applicable to emerging growth companies will make our common stock less attractive to investors;
Even if we no longer qualify as an “emerging growth company”, we may still be subject to reduced reporting requirements so long as we are considered a “smaller reporting company”;
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If we fail to maintain an effective system of internal control over financial reporting, we may not be able to accurately report our financial results or prevent fraud. As a result, stockholders could lose confidence in our financial and other public reporting, which would harm our business and the trading price of our common stock;
Anti-takeover provisions may limit the ability of another party to acquire us, which could cause our stock price to decline;
other risks and uncertainties detailed in this report;
as well as other statements regarding our future operations, financial condition and prospects, and business strategies. Forward-looking statements may appear throughout this report, including without limitation, the following sections: Item 1 “Business,” Item 1A “Risk Factors,” and Item 7. “Management’s Discussion and Analysis of Financial Condition and Results of Operations.” Forward-looking statements generally can be identified by words such as “anticipates,” “believes,” “estimates,” “expects,” “intends,” “plans,” “predicts,” “projects,” “will be,” “will continue,” “will likely result,” and similar expressions. These forward-looking statements are based on current expectations and assumptions that are subject to risks and uncertainties, which could cause our actual results to differ materially from those reflected in the forward-looking statements. Factors that could cause or contribute to such differences include, but are not limited to, those discussed in this Annual Report on Form 10-K, and in particular, the risks discussed under the caption “Risk Factors” in Item 1A and those discussed in other documents we file with the Securities and Exchange Commission (SEC). We undertake no obligation to revise or publicly release the results of any revision to these forward-looking statements, except as required by law. Given these risks and uncertainties, readers are cautioned not to place undue reliance on such forward-looking statements.
Item 7A. 
Quantitative and Qualitative Disclosures About Market Risk.
This item in not applicable as we are currently considered a smaller reporting company.
ItemITEM 8.    
Financial Statements and Supplementary Data.
FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA.
See Index to Financial Statements and Financial Statement Schedules beginning on page F-1 of this 2023 Form 10-K.
ItemITEM 9.
Changes in and Disagreements with Accountants on Accounting and Financial Disclosure.
CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS ON ACCOUNTING AND FINANCIAL DISCLOSURE.
None.

Item 9A. 
Controls and Procedures.32





ITEM 9A. CONTROLS AND PROCEDURES.
Evaluation of Disclosure Controls and Procedures
Our Principal Executive Officer and Principal Financial Officer, Marshall Chesrown and Steven R. Berrard, have evaluated the effectiveness of ourWe maintain disclosure controls and procedures (as defined in RuleRules 13a-15(e)and 15d-15(e) under the Securities Exchange Act)Act of 1934, as of the end of the period covered by this Report. Based on their evaluation, Messrs. Chesrown and Berrard concludedamended (the "Exchange Act”)), that our disclosure controls and procedures are designed at a reasonable assurance level and were effective as of the end of the period covered by this Report to provide reasonable assurance that information we are required to disclosebe disclosed by us in the reports that we file or submit under the Exchange Act is recorded, processed, summarized, and reported within the time periods specified in the SEC’s rules and forms and that such information is accumulated and communicated to our management, including our chief executive officerChief Executive Officer (“CEO”) and principal financial officer, or persons performing similar functions,Chief Financial Officer (“CFO”), as appropriate, to allow timely decisions regarding required disclosure. Our management, with the participation of our CEO and CFO, evaluated the effectiveness of our disclosure controls and procedures as of December 31, 2023. Based on that evaluation, our management concluded thatas of the end of the period covered by this report, our disclosure controls and procedures were not effective due to material weaknesses in our internal control over financial reporting as described below.
Management’sManagement's Report on Internal Control Over Financial Reporting
Our management, including our CEO and CFO, is responsible for establishing and maintaining adequate internal control over financial reporting as is defined in Rule 13a-15(f) under the Exchange Act. These internal controls are designed to provide reasonable assurance that the reported financial information is presented fairly, that disclosures are adequate and that the judgments inherent in the preparation of financial statements are reasonable. There are inherent limitations in the effectiveness of any system of internal controls, including the possibility of human error and overriding of controls. Consequently, an effective internal control system can only provide reasonable, not absolute, assurance with respect to reporting financial information.
Our internal control over financial reporting is a process designed to provide reasonable assurance regarding the reliability of financial reporting and the preparation of financial statements in accordance with GAAP in the United States.

A company’s internal control over financial reporting includes those policies and procedures that: (i)(1) pertain to maintainingthe maintenance of records that, in reasonable detail, accurately and fairly reflect our transactions; (ii)the transactions of the Company; (2) provide reasonable assurance that transactions are recorded as necessary forto permit preparation of our financial statements in accordance with generally accepted accounting principlesU.S. GAAP, and thethat receipts and expenditures of company assetsthe Company are being made andonly in accordance with ourauthorization of management and the directors authorization;of the Company; and (iii)(3) provide reasonable assurance regarding the prevention or timely detection of unauthorized acquisition, use or disposition of the Company’s assets that could have a material effect on ourthe financial statements.

Because of its inherent limitations, internal control over financial reporting may not prevent or detect all misstatements. Also, projections of any evaluation of effectiveness to future periods are subject to the risk that controls may become inadequate because of changes in conditions, or that the degree of compliance with the policies or procedures may deteriorate.
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A material weakness is a deficiency, or combination of deficiencies, in internal control over financial reporting, such that there is a reasonable possibility that a material misstatement of the Company’s annual or interim financial statements will not be prevented or detected on a timely basis.

TableUnder the supervision and with the participation of Contents
Management has undertakenour management, including our CEO and CFO, as of December 31, 2023, management conducted an assessment of the effectiveness of ourthe Company’s internal control over financial reporting based on the framework and criteria established in the Internal Control – “Internal Control—Integrated FrameworkFramework” (2013) issued by the Committee of Sponsoring Organizations of the Treadway Commission (“COSO”).Commission. Based uponon this evaluation,assessment, management concludedhas determined the prior year material weakness has only been partially remediated, and that the Company’s internal control over financial reporting was not effective as of December 31, 2023 because of identified material weaknesses in our internal control over financial reporting was effectivedescribed below.

Material Weaknesses Identified by Management

Management determined the following material weaknesses in internal control over financial reporting as of December 31, 2017.2023.
As previously disclosed, there was an insufficient number of accounting resources to facilitate an effective control environment following the integration of the RideNow business and incorporation of the acquired business into the Company’s control environment. Consequently, the Company did not effectively operate process-level control activities related to elimination of intercompany transactions; review and approval of account reconciliations, payroll, and journal entries; review and approval of accounting estimates; and execution and documentation of management review controls, including but not limited to evaluating debt covenants, and assumptions included in the Company’s annual indefinite-lived impairment assessment.
This annual report does not include an attestation reportIn the areas of user access and segregation of duties related to certain information technology systems that support the Company’s financial reporting processes, resulting in ineffective journal entry and other manual controls.

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As set forth below, management has taken and will continue to take steps to remediate the material weaknesses identified as of December 31, 2023. Notwithstanding these material weaknesses, we have performed additional analyses and procedures to enable management to conclude that our consolidated financial statements included in this 2023 Form 10-K fairly present in all material respects our financial condition and results of operations as of and for the year ended December 31, 2023.

Our independent auditors, BDO USA, P.C., a registered public accounting firm, regardingare appointed by the Audit Committee of our Board of Directors. As a result of the material weaknesses described above, BDO USA, P.C. has issued an adverse opinion on the effectiveness of our internal control over financial reporting. reporting as of December 31, 2023, which appears in Item 8. Financial Statements and Supplementary Data of this 2023 Form10-K.

Management’s report was not subject to attestation by our registered public accounting firm pursuantRemediation Plan

In response to the temporary rulesmaterial weaknesses discussed above, we plan to continue and expand efforts already underway to remediate internal control over financial reporting, which include the following:

We continue to be committed to hiring additional accounting resources with the required technical expertise and clearly defined roles and responsibilities;
We continue to evaluate system enhancements to automate the consolidation and elimination of intercompany transactions;
We continue to enhance the Securitiesoverall review and Exchange Commissionapproval process relating to elimination of intercompany transactions;
We continue to enhance the review and approval controls related to reconciling certain accruals and accounting estimates and assumptions;
We are in the process of conducting additional training on the Company’s document retention policies;
We are enhancing our processes around reviewing privileged access to key financial systems and ensuring appropriate segregation of duties; and
We continue to enhance governance and reporting over the execution of these remediation action items, including expansion of mitigating controls where appropriate.

Management and our Audit Committee will monitor these specific remedial measures and the effectiveness of our overall control environment. A material weakness will not be considered remediated; however, until the applicable controls operate for a sufficient period of time and management has concluded, through testing, that permitthese controls are operating effectively. We can provide no assurance as to when the companyremediation of these material weaknesses will be completed to provide only the management’s report in this Annual Report on Form 10-K.
for an effective control environment.
Changes in Internal Control Overover Financial Reporting
ThereOther than described above in Item 9A, Controls and Procedures, there were no changes in our internal control over financial reporting identified in connection with the evaluation required by Rule 13a-15(d) and 15d-15(d) of the Exchange Act that occurred during our most recent fiscalthe quarter ended December 31, 2023, that havehas materially affected, or is reasonably likely to materially affect, our internal control over financial reporting.
Item 9B. 
Other Information.34





ITEM 9B.    OTHER INFORMATION.
None.

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Table of ContentsITEM 9C.    DISCLOSURES REGARDING FOREIGN JURISDICTIONS THAT PREVENT INSPECTIONS.
Not applicable.

PART
PART III
ItemITEM 10.    DIRECTORS, EXECUTIVE OFFICERS AND CORPORATE GOVERNANCE.
Directors, Executive Officers and Corporate Governance.
Directors and Executive Officers
Below are the names of and certainThe information regarding our executive officers and directors:
NameAgePosition
Marshall Chesrown60Chief Executive Officer and Chairman
Steven R. Berrard63Chief Financial Officer and Director
Denmar Dixon55Director
Kartik Kakarala40Director
Mitch Pierce60Director
Kevin Westfall62Director
Richard A. Gray, Jr.70Director
Marshall Chesrown has served as our Chief Executive Officer and Chairman since October 24, 2016. Mr. Chesrown has over 35 years of leadership experience in the automotive retail sector. From December 2014required by this item is incorporated by reference to September 2016, Mr. Chesrown served as Chief Operating Officer and as a director of Vroom.com, an online direct car retailer (“Vroom”). Mr. Chesrown served as Chief Operating Officer of AutoAmerica, an automotive retail company, from May 2013 to November 2014. Previously, Mr. Chesrown served as the President of Chesrown Automotive Group from January 1985 to May 2013, which was acquired by AutoNation, Inc., a leading automotive retail company, in 1997. Mr. Chesrown served as Senior Vice President of Retail Operations for AutoNation from 1997 to 1999. From 1999 to 2013, Mr. Chesrown served as the Chairman and Chief Executive Officer of Blackrock Development, a real estate development company widely known for development of the nationally recognized Golf Club at Black Rock. Mr. Chesrown filed for personal bankruptcy in May 2013, which petition was discharged in January 2017.
We believe that Mr. Chesrown possesses attributes that qualify him to serve as a member of our Board, including his extensive experience in the automotive retail sector.
Steven R. Berrard has served as our Chief Financial Officer since January 9, 2017 and served as Interim Chief Financial Officer from July 13, 2016 through January 9, 2017 and as Chief Executive Officer from July 13, 2016 through October 24, 2016. Mr. Berrard served as Secretary from July 13, 2016 through June 30, 2017 and has served on our Board since July 13, 2016. Mr. Berrard served as a director of Walter Investment Management Corp. (“Walter Investment”) from 2010 until May 2017. Mr. Berrard served on the Board of Directors of Swisher Hygiene Inc., a publicly traded industry leader in hygiene solutions and products, from 2004 until May 2014. Mr. Berrard is the Managing Partner of New River Capital Partners, a private equity fund he co-founded in 1997. Mr. Berrard was the co-founder and Co-Chief Executive Officer of AutoNation from 1996 to 1999. Prior to joining AutoNation, Mr. Berrard served as President and Chief Executive Officer of the Blockbuster Entertainment Group, at the time the world’s largest video store operator. Mr. Berrard served as President of Huizenga Holdings, Inc., a real estate management and development company, and served in various positions with subsidiaries of Huizenga Holdings, Inc. from 1981 to 1987. Mr. Berrard was employed by Coopers & Lybrand (now PricewaterhouseCoopers LLP (“PwC”)) from 1976 to 1981. Mr. Berrard currently serves on the Board of Directors of Pivotal Fitness, Inc., a chain of fitness centers operating in a number of markets in the United States. He has previously served on the Boards of Directors of Jamba, Inc., (2005 – 2009), Viacom, Inc., (1987 – 1996), Birmingham Steel (1999 – 2002), HealthSouth (2004 – 2006), and Boca Resorts, Inc. (1996 – 2004). Mr. Berrard earned his B.S. in Accounting from Florida Atlantic University.
We believe that Mr. Berrard’s management experience and financial expertise is beneficial in guiding our strategic direction. He has served in senior management and/or on the Board of several prominent, publicly traded companies. In several instances, he has led significant growth of the businesses he has managed. In addition, Mr. Berrard has served as the Chairman of the audit committee of several boards of directors.
Denmar Dixon has served on our Board since January 9, 2017. Mr. Dixon served as a director of Walter Investment from April 2009 (andRumbleOn’s Proxy Statement for its predecessor since December 2008) until June 2016. Effective October 2015, Mr. Dixon was appointed Chief Executive Officer and President2024 Annual Meeting of Walter Investment and served until his resignation effective June 2016. Mr. Dixon previously served as Vice Chairman of the Board of Directors and Executive Vice President of Walter Investment since January 2010 and Chief Investment Officer of Walter Investment since August 2013. Before becoming an executive officer of Walter Investment, Mr. Dixon also served as a member of Walter Investment’s Audit Committee and Nominating and Corporate Governance Committee and as Chairman of the Compensation and Human Resources Committee. Before serving on the Board of Walter Investment, Mr. Dixon was electedStockholders to the board of managers of JWH Holding Company, LLC, a wholly-owned subsidiary of Walter Industries, Inc., in anticipation of the spin-off of Walter Investment Management, LLC from Walter Industries, Inc. (now known as Walter Energy, Inc.). In 2008, Mr. Dixon founded Blue Flame Capital, LLC, a consulting, financial advisory and investment firm. Before forming Blue Flame, Mr. Dixon spent 23 years with Banc of America Securities, LLC and its predecessors. At the time of his retirement, Mr. Dixon was a Managing Director in the Corporate and Investment Banking group and held the position of Global Head of the Basic Industries Group of Banc of America Securities.
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We believe that Mr. Dixon possesses attributes that qualify him to serve as a member of our Board, including his extensive business development, mergers and acquisitions and capital markets/investment banking experience within the financial services industry. As a director, he provides significant input into, and is actively involved in, leading our business activities and strategic planning efforts. Mr. Dixon has significant experience in the general industrial, consumer and business services industries.
Kartik Kakarala was appointed to our Board immediately following the completion of the NextGen Acquisition in February 2017. Mr. Kakarala is the Chief Executive Officer of Halcyon Technologies, a global software solutions company. He is responsible for sales, business development and innovation, as well as the creation of technology assets. He has been responsible for the growth of a number of strategic, horizontal competencies, and vertical business units like automotive, utilities, finance and healthcare practices. Mr. Kakarala served as the Chief Executive Officer and President of NextGen from January 2016 to February 2017, which was acquired by us in February 2017, providing inventory management solutions to the power sports, recreational vehicle and marine sectors in North America. He served as Chief Executive Officer and President of NextGenAuto from July 2013 to December 2015. Mr. Kakarala served as Co-Founder and Managing Partner of Red Bumper from July 2010 to August 2014, a company which provided used car inventory management solutions used by thousands of automotive dealers across North America and which was later acquired by ADP in 2014. Mr. Kakarala served as Director/Co-Founder of GridFirst solutions since 2012, a company providing home automation solutions to energy customers. Mr. Kakarala holds a Master’s degree in Computer Science from University of Houston.
We believe that Mr. Kakarala possesses attributes that qualify him to serve as a member of our Board, as he is regarded as a pioneer in developing several systems in the automotive industry including CRM, ERP, inventory management and financial applications.
Mitch Pierce has served on our Board since January 9, 2017. Mr. Pierce has over 35 years of leadership experience in the automotive retail sector. Mr. Pierce served as the President of Tempe Toyota Group from January 1985 to June 1997, which was acquired by AutoNation in 1997. Mr. Pierce served as a Regional Vice President of Retail Operations for AutoNation from 1997 to 2003. Mr. Pierce currently owns one of the five largest Toyota stores in United States and is a partner in six other major auto dealerships. Mr. Pierce is a board member of the Southern California Toyota Dealers. He served on the National Dealer Council for Toyota Dealers in 1996-97. He is Past Chairman of the Arizona Automobile Dealer Association.
We believe that Mr. Pierce possesses attributes that qualify him to serve as a member of our Board, including his more than 30 years of executive experience in the automotive retail sector and broad base of business knowledge and experience.
Kevin Westfall has served on our Board since January 9, 2017. Mr. Westfall was a co-founder and served as Chief Executive Officer of Vroom from January 2012 through November 2015. Previously, from March 1997 through November 2011, Mr. Westfall served as Senior Vice President of Sales and Senior Vice President of Automotive Finance at AutoNation. Mr. Westfall was a founder of BMW Financial Services in 1990 and served as its President until March 1997. Mr. Westfall also served as Retail Lease Manager of Chrysler Credit Corporation from 1987 until 1990 and as President of World Automotive Imports and Leasing from 1980 until 1987.
We believe that Mr. Westfall possesses attributes that qualify him to serve as a member of our Board, including his more than 30 years of executive experience in automotive retail and finance operations.
Richard A. Gray, Jr., has served on our Board since October 1, 2017. Mr. Gray has served as President of Gray & Co. Realtors, Inc., a licensed real estate service provider he founded, since 1987. Gray & Co. Realtors has been involved in the development, liquidation, the joint venture, and management of commercial real estate, representing both U.S. investors and foreign investors, and since 1998, has also been involved in raising venture capital for startup and additional round funding for public companies in the technology sector. Before Gray & Co. Realtors, he served as a broker at Wiggins Gray Interests, a company focused on development of retail and office properties in Dallas Fort Worth Metroplex, as well as office, industrial, land and retail brokerage from 1985 to 1987. Before Wiggins Gray Interests, he served at Hudson & Hudson Realtors from 1973 to 1985, Murray Investment Company from 1971 to 1973, and Borden Chemical Company from 1969 to 1971. Mr. Gray has also served as a director of the Cystic Fibrosis Foundation, Migra Tech, and Equitable Bank. Mr. Gray received his BBA from Texas Tech University.
We believe that Mr. Gray possesses attributes that qualify him to serve as a member of our Board, including his extensive experience in funding technology sector public companies.
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Corporate Governance Principles and Code of Ethics
Our Board is committed to sound corporate governance principles and practices. Our Board’s core principles of corporate governance are set forth in our Corporate Governance Principles, which were adopted by our Board in May 2017. In order to clearly set forth our commitment to conduct our operations in accordance with our high standards of business ethics and applicable laws and regulations, our Board also adopted a Code of Business Conduct and Ethics, which is applicable to all directors, officers and employees. A copy of the Code of Business Conduct and Ethics and the Corporate Governance Principles are available on our corporate website at www.rumbleon.com. You also may obtain without charge a printed copy of the Code of Ethics and Corporate Governance Principles by sending a written request to: Investor Relations, RumbleOn, Inc., 4521 Sharon Road, Suite 370, Charlotte, North Carolina 28211. Amendments or waivers of the Code of Business Conduct and Ethics will be provided on our website within four business days following the date of the amendment or waiver.  
Board of Directors and Committees
The business and affairs of our company are managed by or under the direction of the Board. The Board is composed of seven members. The Board has not appointed a lead independent director; instead the presiding director for each executive session is rotated among the Chairs of the committees of our Board.
Pursuant to our bylaws, our Board may establish one or more committees of the Board however designated, and delegate to any such committee the full power of the Board, to the fullest extent permitted by law.
Our Board has established three separately designated standing committees to assist the Board in discharging its responsibilities: the Audit Committee, the Compensation Committee, and the Nominating and Corporate Governance Committee. The charters for our Board committees set forth the scope of the responsibilities of that committee. The Board will assess the effectiveness and contribution of each committee on an annual basis. The charters for our Board committees were adopted by the Board in May 2017. These charters are available at www.rumbleon.com, and you may obtain a printed copy of any of these charters by sending a written request to: Investor Relations, RumbleOn, Inc.
Audit Committee. The Board, by unanimous consent, established an Audit Committee in January 2017. Effective October 1, 2017, the members of this committee are Messrs. Dixon (chair), Westfall, and Gray. The Board has determined that Mr. Dixon is an “audit committee financial expert,” as defined in Item 407 of Regulation S-K and is the Chairman of the Audit Committee.
The primary function of the Audit Committee is to assist the Board in fulfilling its responsibilities by overseeing our accounting and financial processes and the audits of our financial statements. The independent auditor is ultimately accountable to the Audit Committee, as representatives of the stockholders. The Audit Committee has the ultimate authority and direct responsibility for the selection, appointment, compensation, retention and oversight of the work of our independent auditor that is engaged for the purpose of preparing or issuing an audit report or performing other audit, review or attest services for us (including the resolution of disagreements between management and the independent auditors regarding financial reporting), and the independent auditor must report directly to the Audit Committee. The Audit Committee also is responsible for the review of proposed transactions between us and related parties. For a complete description of the Audit Committee’s responsibilities, you should refer to the Audit Committee Charter.
Compensation Committee. In January 2017, the Board, by unanimous consent, established a Compensation Committee. Effective October 1, 2017, the members of the Compensation Committee are Messrs. Westfall (chair), Dixon, and Pierce. The Compensation Committee was established to, among other things, administer and approve all elements of compensation and awards for our executive officers. The Compensation Committee has the responsibility to review and approve the business goals and objectives relevant to each executive officer’s compensation, evaluate individual performance of each executive in light of those goals and objectives, and determine and approve each executive’s compensation based on this evaluation. For a complete description of the Compensation Committee’s responsibilities, you should refer to the Compensation Committee Charter.
Nominating and Corporate Governance Committee. In January 2017, the Board, by unanimous consent, established a Nominating and Corporate Governance Committee. Effective October 1, 2017, the current members of the Nominating and Corporate Governance Committee are Messrs. Pierce (chair), Gray, and Dixon. The Nominating Committee is responsible for identifying individuals qualified to become members of the Board or any committee thereof; recommending nominees for election as directors at each annual stockholder meeting; recommending candidates to fill any vacancies on the Board or any committee thereof; and overseeing the evaluation of the Board. For a complete description of the Nominating and Corporate Governance Committee’s responsibilities, you should refer to the Nominating and Corporate Governance Committee Charter.
The Nominating and Corporate Governance Committee will consider all qualified director candidates identified by various sources, including members of the Board, management and stockholders. Candidates for directors recommended by stockholders will be given the same consideration as those identified from other sources. The Nominating and Corporate Governance Committee is responsible for reviewing each candidate’s biographical information, meeting with each candidate and assessing each candidate’s independence, skills and expertise based on a number of factors. While we do not have a formal policy on diversity, when considering the selection of director nominees, the Nominating and Corporate Governance Committee considers individuals with diverse backgrounds, viewpoints, accomplishments, cultural background and professional expertise, among other factors.
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Section 16(a) Beneficial Ownership Reporting Compliance
Section 16(a) of the Exchange Act requires that our directors, executive officers and persons who beneficially own 10% or more of our stock filefiled with the Securities and Exchange Commission initial reports of ownership and reports of changes in ownership of our stock and our other equity securities. To our knowledge, based solely on a review of the copies of such reports furnished to us and written representations that no other reports were required, duringSEC within 120 days after the year ended December 31, 2017, our directors, executive officers and greater than 10% beneficial owners complied with all such applicable filing requirements, except (i) each of Messrs. Pierce and Gray untimely filed a Form 3 (ii) Mr. Kakarala untimely filed a Form 4 reporting one transaction, and (iii) each of Messrs. Dixon, Pierce, Westfall and Gray untimely reported one transaction, which transactions were reported on Form 5s.
Item 11. 
Executive Compensation.
Executive and Director Compensation
Summary Compensation
No compensation was earned or paid to our executive officers during the two years ended December 31, 2017.
Executive Employment Arrangements
Marshall Chesrown
We have not entered into an employment agreement or arrangement with Mr. Chesrown. Accordingly, he is employed as our Chief Executive Officer on an at-will basis. Mr. Chesrown currently receives an annual salary of $250,000.
Mr. Chesrown is eligible for equity compensation under our equity compensation plans, as determined from time to time by the compensation committee of our Board, however through the date of this filing, no grants of equity awards have been made to Mr. Chesrown.
Steven Berrard
We have not entered into an employment agreement or arrangement with Mr. Berrard. Accordingly, he is employed as our Chief Financial Officer on an at-will basis. Mr. Berrard currently receives an annual salary of $250,000.
Mr. Berrard is eligible for equity compensation under our equity compensation plans, as determined from time to time by the compensation committee of our Board, however through the date of this filing, no grants of equity awards have been made to Mr. Berrard.
Non-Employee Director Compensation
We have not yet established a policy for non-employee director compensation. As of December 31, 2017, no compensation had been paid to our non-employee directors, except (i) consulting fees paid to our director Kartik Kakarala under the terms of a consulting agreement with us, which we further describe under “Certain Relationships and Related Party Transactions - Consulting Agreement” and (ii) an award of 35,000 restricted stock units under the RumbleOn, Inc. 2017 Stock Incentive Plan (the “Incentive Plan”) to Messrs. Dixon, Pierce, Westfall and Gray.

40
2023.
ITEM 11.    EXECUTIVE COMPENSATION.
The following table summarizesinformation required by this item is incorporated by reference to RumbleOn’s Proxy Statement for its 2024 Annual Meeting of Stockholders to be filed with the compensation paid to our non-employee directors forSEC within 120 days after the year ended December 31, 2017.2023.
Name
 
Fees Earned or Paid in Cash
 
 
Stock Awards (1)(2)
 
 
All Other Compensation
 
 
Total
 
Denmar Dixon
  - 
 $122,500 
 $- 
 $122,500 
Kartik Kakarala
  - 
 $- 
 $40,000 
 $40,000(3)
Mitch Pierce
  - 
 $122,500 
 $- 
 $122,500 
Kevin Westfall
  - 
 $122,500 
 $- 
 $122,500 
Richard A. Gray, Jr.
  - 
 $188,300 
 $- 
 $188,300 
ITEM 12.    SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT AND RELATED STOCKHOLDER MATTERS.
____________
(1) 
Represents restricted stock units granted under the Incentive Plan. Represents the aggregate grant date fair value computed in accordance with FASB ASC Topic 718. In determining the grant date fair value, we used $3.50 per share exceptThe information required by this item is incorporated by reference to RumbleOn’s Proxy Statement for Mr. Gray for which we used $5.38 per share. The restricted stock units vest over a three-year period utilizing the following vesting schedule: (i) 20% on the first anniversaryits 2024 Annual Meeting of the grant date; (ii) 30% on the second anniversary of the grant date; and (iii) 50% on the third anniversary of the grant date.
(2) 
As of December 31, 2017, each of Messrs. Dixon, Pierce, Westfall and Gray held 35,000 restricted stock units.
(3) 
Represents consulting fees paidStockholders to Mr. Kakarala pursuant to the consulting agreement. For additional information regarding these consulting fees, see Certain Relationships and Related Transactions - Consulting Agreement below.
Item 12. 
Security Ownership of Certain Beneficial Owners and Management and Related Stockholder Matters.
Security Ownership of Certain Beneficial Owners and Management
Beneficial ownership is determined in accordance with the rules of the SEC and generally includes voting or investment power with respect to securities. In accordancebe filed with the SEC rules, shares of our common stock that may be acquired upon exercise or vesting of equity awards within 60120 days of the date of the table below are deemed beneficially owned by the holders of such options and are deemed outstanding for the purpose of computing the percentage of ownership of such person, but are not treated as outstanding for the purpose of computing the percentage of ownership of any other person.
As of February 23, 2018, 1,000,000 shares of Class A Common Stock and 11,928,541 shares of Class B Common Stock were issued and outstanding. The following table sets forth information with respect to the beneficial ownership of our common stock as of February 23, 2018, by (i) each of our directors and executive officers, (ii) all of our directors and executive officers as a group, and (iii) each stockholder known by us to be the beneficial owner of more than 5% of our common stock. To the best of our knowledge, except as otherwise indicated, each of the persons named in the table has sole voting and investment power with respect to the shares of common stock beneficially owned by such person, except to the extent such power may be shared with a spouse. To our knowledge, none of the shares listed below are held under a voting trust or similar agreement, except as noted. To our knowledge, there is no arrangement, including any pledge by any person of our securities or any of our parents, the operation of which may at a subsequent date result in a change in control of our company.
Unless otherwise noted below, the address of each person listed on the table is c/o RumbleOn, Inc., 4521 Sharon Road, Suite 370, Charlotte, NC 28211.
 
 
No. of Shares of Class A Common Stock Owned
 
 
Percentage of Class A
Ownership
(1)(2)
 
 
No. of Shares of Class B Common Stock Owned
 
 
 
 
 
Percentage of Class B Ownership
(1)(3)
 
Name and Address of Beneficial Owner
Named Executive Officers and Directors:
 
 
 
 
 
 
 
 
 
 
 
 
 
Marshall Chesrown(4)
  875,000 
  87.5%
  1,739,656 
 
  14.6%
Steven R. Berrard(5)
  125,000 
  12.5%
  1,970,000 
 
  16.5%
Denmar Dixon(6)
  - 
  - 
  1,024,179 
(11)
  8.6%
Kartik Kakarala(7)
  - 
  - 
  1,523,809 
       
  12.8%
Mitch Pierce(8)
  - 
  - 
  44,500 
(11)
  * 
Kevin Westfall
  - 
  - 
  19,500 
(11)
  * 
Richard A. Gray
  - 
  - 
  25,000 
       
  * 
All directors and executive officers as a group(7) persons(9)
  1,000,000 
  100.0%
  6,346,644 
    
  53.2%
5% Stockholders:
    
    
    
    
    
Ralph Wegis(10)
  - 
  - 
  891,537 
    
  7.5%
Halcyon Consulting, LLC(7)
  - 
  - 
  1,523,809 
    
  12.8%
41
____________
*Represents beneficial ownership of less than 1%.
(1)
Calculated in accordance with applicable rules of the SEC.
(2)
Based on 1,000,000 shares of Class A Common Stock issued and outstanding as of February 21, 2018. The Class A Common Stock has ten votes for each share outstanding compared to one vote for each share of Class B Common Stock outstanding. As of February 23, 2018, the holders of the Class A Common Stock have in aggregate, including shares of Class B Common Stock held by them, voting power representing 62.5% of our outstanding common stock on a fully diluted basis.
(3)
Based on 11,928,541 shares of Class B Common Stock issued and outstanding as of February 23, 2018.
(4)
As of February 23, 2018, Mr. Chesrown had voting power representing approximately 47.8% of our outstanding common stock on a fully diluted basis.
(5)
Shares are owned directly through Berrard Holdings, a limited partnership controlled by Steven R. Berrard. Mr. Berrard has the sole power to vote and the sole power to dispose of each of the shares of common stock which he may be deemed to beneficially own. As of February 23, 2018, Mr. Berrard had voting power representing approximately 14.7% of our outstanding common stock on a fully diluted basis.
(6)
982,179 shares are owned directly through Blue Flame Capital, LLC, an entity controlled by Mr. Dixon, 6,900 shares are held by Mr. Dixon’s spouse, 100 shares are held by Mr. Dixon’s son and 28,000 shares are directly held by Mr. Dixon. Mr. Dixon has the sole power to vote and the sole power to dispose of each of the shares of common stock which he may be deemed to beneficially own. As of February 23, 2018, Mr. Dixon had voting power representing approximately 4.4% of our outstanding common stock on a fully diluted basis.
(7)
Shares are owned indirectly through Halcyon Consulting, LLC, a limited liability company owned by Kartik Kakarala and his brother, Srinivas Kakarala.  Kartik Kakarala has shared power to vote and shared power to dispose of such shares of common stock with his brother.  As of February 23, 2018, Mr. Kakarala had voting power representing approximately 6.9% of our outstanding common stock on a fully diluted basis.
(8)
37,500 shares are held through Pierce Family Trust.
(9)
As of February 23, 2018, all directors and executive officers as a group had voting power representing approximately 74.5% of our outstanding common stock on a fully diluted basis.
(10)
As of February 23 2018, Mr. Wegis had voting power representing approximately 4.1% of our outstanding common stock on a fully diluted basis.
(11)
Includes 7,000 restricted stock units that vest on March 31, 2018.
Securities Authorized for Issuance Under Equity Compensation Plans
On January 9, 2017, our Board approved the adoption of the Incentive Plan, subject to stockholder approval at our 2017 Annual Meeting of Stockholders. On June 30, 2017, the Incentive Plan was approved by our stockholders at the 2017 Annual Meeting of Stockholders. The purposes of the Incentive Plan are to attract, retain, reward and motivate talented, motivated and loyal employees and other service providers, or the Eligible Individuals, by providing them with an opportunity to acquire or increase a proprietary interest in our company and to incentivize them to expend maximum effort for the growth and success of our company, so as to strengthen the mutuality of the interests between such persons and our stockholders. The Incentive Plan allows us to grant a variety of stock-based and cash-based awards to Eligible Individuals. Twelve percent of our issued and outstanding shares of Class B Common Stock from time to time are reserved for issuance under the Incentive Plan. As of December 31, 2017, 11,928,541 shares of our Class B Common Stock were issued and outstanding, resulting in up to 1,431,424 shares of our Class B Common Stock available for issuance under the Incentive Plan. We have not maintained any other equity compensation plans since our inception.
The following table provides information as of December 31, 2017, with respect to all of our compensation plans under which equity securities are authorized for issuance:
Plan Category
Number of securities
to be issued upon exercise
of outstanding options,
warrants and rights
Weighted average
exercise price of
outstanding options,
warrants and rights
Number of securities
remaining available
for future issuance
Equity compensation plans approved by stockholders
741,000(1)
$4.14
690,424(2)
Equity compensation plans not approved by stockholders
-
-
-
____________
(1) Represents restricted stock units outstanding under the Incentive Plan.
(2) Represents securities remaining available for future issuance under the Incentive Plan.

42
Item 13. 
Certain Relationships and Related Transactions, and Director Independence.
We have been a party to the following transactions since January 1, 2016, in which the amount involved exceeds $120,000 and in which any director, executive officer, or holder of more than 5% of any class of our voting stock, or any member of the immediate family of or entities affiliated with any of them, had or will have a material interest.
Related Party Loans Before Change in Control
As of December 31, 2015, we had loans of $141,000 and accrued interest of $13,002 due to an entity that is owned and controlled by a family member of Pamela Elliot, a former officer and director of our company.  All convertible notes and related party notes outstanding, including interest, of $175,909 as of July 13, 2016 were paid in full in July 2016 in connection with the change in control. 
2016 Financing
On July 13, 2016, Berrard Holdings acquired 5,475,000 shares of our common stock from our former sole director and executive officer. The shares acquired by Berrard Holdings represented 99.5% of our issued and outstanding common stock. The aggregate purchase price for the shares was $148,141.75, which Berrard Holdings paid from cash on hand. In addition, at the closing, Berrard Holdings loaned us, and we and issued to Berrard Holdings the BHLP Note, pursuant to which we were required to repay $191,858 on or before July 13, 2026 plus interest at 6% per annum. The BHLP Note was convertible into common stock at any time before maturity at the greater of $0.06 per share or 50% of the price per share of the next “qualified financing,” which was defined as an offering resulting in net proceeds to us of $500,000 or greater. Effective August 31, 2016, the principal amount of the BHLP Note was amended to include an additional $5,500 loaned to us. On November 28, 2016, we completed a qualified financing at $1.50 per share, which established the conversion price per share for the BHLP Note of $0.75 per share. On March 31, 2017, we issued 275,312 shares of common stock upon conversion of the BHLP Note, which on such date had an aggregate principal amount, including accrued interest, of $206,484. In connection with the conversion of the BHLP Note, the remaining debt discount of $196,076 was charged to interest expense in the Consolidated Statements of Operations and the related deferred tax liability was credited to Additional paid in capital in the Consolidated Balance Sheets.
November 2016 Private Placement
On November 28, 2016, we completed the 2016 Private Placement of an aggregate of 900,000 shares of common stock at a purchase price of $1.50 per share for total consideration of $1,350,000. In connection with the 2016 Private Placement, the Company also entered into loan agreements with the investors pursuant to which the investors would loan the Company their pro rata share of up to $1,350,000 in the aggregate upon our request any time on or after January 31, 2017 and before November 1, 2020, pursuant to the terms of a convertible promissory note attached to the loan agreements.
In connection with the 2016 Private Placement, Blue Flame, an entity controlled by Denmar Dixon, one of the Company’s directors, paid $250,000 for 166,667 shares of the Company’s Class B Common Stock. Also, in connection with the private placement, Ralph Wegis, a holder of more than 5% of our common stock, paid $799,999.50 for 533,333 shares of the Company’s Class B Common Stock.
On March 31, 2017, we completed funding of the second tranche of the 2016 Private Placement, pursuant to which the investors each received their pro rata share of (1) 1,161,920 shares of common stock and (2) the Private Placement Notes, in consideration of cancellation of loan agreements having an aggregate principal amount committed by the purchasers of $1,350,000. The Private Placement Note was not convertible. As a result, Blue Flame received 645,512 shares of Class B Common Stock and a promissory note in the principal amount of $370,556, and Mr. Wegis received 258,204 shares of Class B Common Stock, and a promissory note in the principal amount of $148,222. As of December 31, 2017, the amount outstanding on the promissory notes, including accrued interest was $388,703 and $155,481 for Blue Flame and Mr. Wegis, respectively. Interest expense on the promissory notes for the year ended December 31, 2017 was $88,189 and $35,276 which included debt discount amortization2023.
ITEM 13.    CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS, AND DIRECTOR INDEPENDENCE.
The information required by this item is incorporated by reference to RumbleOn’s Proxy Statement for its 2024 Annual Meeting of $70,042 and $28,017 for Blue Flame and Mr. Wegis, respectively. The interest was chargedStockholders to interest expense in the Consolidated Statements of Operations and included in accrued interest under long-term liabilities in the Consolidated Balance Sheets.
Test Dealer
A key component of the Company’s business model is to utilize regional partners in the acquisition of pre-owned vehicles as well as utilize these regional partners to provide inspection, reconditioning and distribution services. Correspondingly, the Company will earn fees and transaction income, and the regional partner may earn incremental revenue and enhance profitability through increased sales, leads, and fees from inspection, reconditioning and distribution programs. In connectionbe filed with the development of the regional partner program, the Company tested various aspects of the program by utilizing a dealership to which Mr. Chesrown, the Company’s Chief Executive Officer has provided financing in the form of a $400,000 convertible promissory note (the “Dealer”). The note matures on May 1, 2019, interest is payable monthly at 5% per annum and can be converted into a 25% ownership interest in the Dealer at any time. Revenue recognized by the Company from the Dealer forSEC within 120 days after the year ended December 31, 2017 was $1,618,958 or 22.1% of total revenue.
43
2023.
Item 14.    PRINCIPAL ACCOUNTANT FEES AND SERVICES.
TableThe information required by this item is incorporated by reference to RumbleOn’s Proxy Statement for its 2024 Annual Meeting of Contents
In addition, the Company presently subleases warehouse space from the Dealer that is separate and distinct from the location of the dealership, on the same terms as paid by the Dealer. This subleased facility serves as the northwestern regional distribution center for the Company. Included in accounts payable at December 31, 2017 is $30,000 for rent owedStockholders to the Dealer.
Consulting Agreement
In connectionbe filed with the NextGen Acquisition, on February 8, 2017, we entered into a Consulting Agreement with Kartik Kakarala, who formerly served as the Chief Executive Officer of NextGen and now serves as a director on our Board. Under the Consulting Agreement, Mr. Kakarala serves as our consultant. The Consulting Agreement may be cancelled by either party, effective upon delivery of a written notice to the other party. Mr. Kakarala’s compensation pursuant to the Consulting Agreement is $5,000 per month.  DuringSEC within 120 days after the year ended December 31, 2017, we paid a total of $40,000 under the Consulting Agreement.2023.
Services Agreement
In connection with the NextGen Acquisition, on February 8, 2017, we entered into a Services Agreement with Halcyon, to provide development and support services to us. Mr. Kakarala currently serves as the Chief Executive Officer of Halcyon. Pursuant to the Services Agreement, we pay Halcyon hourly fees for specific services, set forth in the Services Agreement, and such fees may increase on an annual basis, provided that the rates may not be higher than 110% of the immediately preceding year’s rates. We reimburse Halcyon for any reasonable travel and pre-approved out-of-pocket expenses incurred in connection with its services to us. During the year ended December 31, 2017, we paid a total of $914,099 under the Services Agreement. For information relating to the NextGen Acquisition and Halcyon and payments made to Halcyon, see Business - Corporate History.
March 2017 Private Placement
On March 31, 2017, we completed the 2017 Private Placement of 620,000 shares of our Class B Common Stock at a price of $4.00 per share for aggregate proceeds of $2.48 million. We sold an additional 37,500 shares in connection with the 2017 Private Placement on April 30, 2017. Our officers and directors acquired 175,000 shares of Class B Common Stock in the 2017 Private Placement as follows: Mr. Chesrown – 62,500 shares, Mr. Berrard (through Berrard Holdings) – 62,500 shares, Mr. Pierce (through Pierce Family Trust) – 37,500 shares, and Mr. Westfall – 12,500 shares.   
2017 Bridge Note Financing
On September 5, 2017, the Company executed $1,650,000 (“Principal Amount”) of Senior Secured Promissory Notes (the “Notes”) in favor of several investors, including certain executive officers and directors of the Company. The Notes included an aggregate of $150,000 in original issue discount. Officers and directors held $1,214,144 of the Notes. On October 23, 2017, the Company completed a public offering and used $1,661,075 of the net proceeds of the offering for the repayment of the Notes in the aggregate principal amount of $1,650,000, plus accrued interest, which resulted in the termination of the Notes. Officers and directors received in the aggregate principal amount of $1,218,122, plus accrued interest of $4,144. For the year ended December 31, 2017 interest on the officer and director Notes was $118,121, including $110,000 of debt discount amortization and is included in interest expense in the Consolidated Statements of Operations.
The following executive officers and directors participated in the Bridge Note financing in the principal amounts set forth below:
Name
 
Position
 
Principal Amount
 
 
Original Issue Discount
 
Steven R. Berrard (1)
 
CFO and Director
 $275,000 
 $25,000 
Denmar Dixon (2)
 
Director
 $275,000 
 $25,000 
Kartik Kakarla
 
Director
 $137,500 
 $12,500 
Mitch Pierce (3)
 
Director
 $275,000 
 $25,000 
_____________
(1) Through Berrard Holdings and through his spouse.
(2) Through Blue Flame Capital, LLC.
(3) Through Pierce Family Trust.

44
Related Party Transaction Policy
In May 2017, our Board adopted a formal policy that our executive officers, directors, holders of more than 5% of any class of our voting securities, and any member of the immediate family of and any entity affiliated with any of the foregoing persons, are not permitted to enter into a related party transaction with us without the prior consent of the Audit Committee, or other independent members of our Board if it is inappropriate for the Audit Committee to review such transaction due to a conflict of interest. Any request for us to enter into a transaction with an executive officer, director, principal stockholder, or any of their immediate family members or affiliates, in which the amount involved exceeds $120,000 must first be presented to the Audit Committee for review, consideration and approval. In approving or rejecting any such proposal, the Audit Committee is to consider the relevant facts and circumstances available and deemed relevant to the audit committee, including, whether the transaction is on terms no less favorable than terms generally available to an unaffiliated third party under the same or similar circumstances and the extent of the related party’s interest in the transaction. Except for the Bridge Note financing, the related party transactions described above were entered into prior to the adoption of this policy.
Director Independence
Our Board has determined that all of our directors, other than Messrs. Chesrown, Berrard, and Kakarala, qualify as “independent” directors in accordance with the listing requirements of The NASDAQ Stock Market. The NASDAQ independence definition includes a series of objective tests regarding a director’s independence and requires that the Board make an affirmative determination that a director has no relationship with us that would interfere with such director’s exercise of independent judgment in carrying out the responsibilities of a director. There are no family relationships among any of our directors or executive officers.
Item 14. 
Principal Accounting Fees and Services.
Scharf Pera & Co., PLLC (“Scharf Pera”) has served as the Company’s independent registered public accounting firm since December 2016, and audited the financial statements of the Company for the years ended December 31, 2016 and 2017.
The following table sets forth Scharf Pera’s fees for the years ended December 31, 2016 and 2017.
 
 
2017
 
 
2016
 
Audit Fees (1)
 $63,635 
 $12,273(2)
Audit-Related Fees
  - 
  - 
Tax Fees
  - 
  - 
All Other Fees (3)
  20,032 
  - 
Total
 $83,667 
 $12,273 
_____________
(1)
Audit fees consist of fees paid to Scharf Pera during 2017 for the (i) audit of the Company’s year ended December 31, 2017 and 2016 (ii) review of the Company’s unaudited 2017 Quarterly financial statements. Scharf Pera billed no fees during the year ended December 31, 2016.
(2)
During the year ended December 31, 2016, Seale & Beers billed the Company an aggregate of $12,273 in audit fees.
(3)
All other fees consist of fees billed in 2017 for review of Registration Statements.35


Policy for Approval of Audit and Permitted Non-Audit Services

The Audit Committee has adopted a policy and related procedures requiring its pre-approval of all audit and non-audit services to be rendered by its independent registered public accounting firm. These policies and procedures are intended to ensure that the provision of such services do not impair the independent registered public accounting firm’s independence. These services may include audit services, audit related services, tax services and other services. The policy provides for the annual establishment of fee limits for various types of audit services, audit related services, tax services and other services, within which the services are deemed to be pre-approved by the Audit Committee. The independent registered public accounting firm is required to provide to the Audit Committee back up information with respect to the performance of such services.
All services provided by Scharf Pera during the fiscal years ended December 31, 2017 and 2016 were approved by the Audit Committee. The Audit Committee has delegated to its Chair the authority to pre-approve services, up to a specified fee limit, to be rendered by the independent registered public accounting firm and requires that the Chair report to the Audit Committee any pre-approved decisions made by the Chair at the next scheduled meeting of the Audit Committee.

45
PART IV
Table of ContentsITEM 15.    EXHIBITS and FINANCIAL STATEMENT SCHEDULES.
PART IV
Item 15. 
Exhibits, Financial Statement Schedules.
(a)
We have filed the following documents as part of this Annual Report2023 Form 10-K:
1.The financial statements listed in the "Index to Financial Statements" on Form 10-K:
page F-1 are filed as part of this report.
2.Financial statement schedules are omitted because they are not applicable, or the required information is shown in the financial statements or notes thereto.
3.Exhibits included or incorporated herein: See below.
1.The financial statements listed in the “Index to Financial Statements” on page F-1 are filed as part of this report.
2.Financial statement schedules are omitted because they are not applicable, or the required information is shown in the financial statements or notes thereto.
3.Exhibits included or incorporated herein: See below.
Exhibit NumberDescription
AssetPlan of Merger and Equity Purchase Agreement, dated as of January 8, 2017 (IncorporatedMarch 12, 2021 (incorporated by reference to Exhibit 2.1 in the Company's Current Report on Form 8-K, filed on March 15, 2021).
Joinder and First Amendment to Plan of Merger and Equity Purchase Agreement, dated June 17, 2021 (incorporated by reference to Exhibit 2.2 in the Company’s Current Report on Form 8-K, filed on January 9, 2017)June 21, 2021).
AssignmentSecond Amendment to Plan of AssetMerger and Equity Purchase Agreement, dated as of January 31, 2017 (IncorporatedJuly 20, 2021 (incorporated by reference to Exhibit 2.2 in2.1 to the Company’s AnnualCurrent Report on Form 10-K,8-K, filed on February 14, 2017)July 27, 2021).
Membership Interest Purchase Agreement, dated November 8, 2021 (incorporated by reference to Exhibit 2.1 to the Company’s Current Report on Form 8-K, filed on November 9, 2021).
Articles of Incorporation filed on October 24, 2013 (Incorporated(incorporated by reference to Exhibit 3(i)(a) in the Company’sCompany's Registration Statement on Form S-1/A, filed on March 20, 2014).
By-Laws, as Amended (Incorporated by reference to Exhibit 3.2 in the Company’s Annual Report on Form 10-K, filed on February 14, 2017).
Certificate of Amendment to Articles of Incorporation, filed on February 13, 2017 (Incorporated(incorporated by reference to Exhibit 3.3 in the Company’sCompany's Annual Report on Form 10-K, filed on February 14, 2017).
Certificate of Amendment to Articles of Incorporation, filed on June 25, 2018 (incorporated by reference to Exhibit 3.1 in the Company's Current Report on Form 8-K, filed on June 28, 2018).
Certificate of Designation for the Series B Preferred Stock (incorporated by reference to Exhibit 3.1 in the Company's Current Report on Form 8-K, filed on October 31, 2018).
Certificate of Change (incorporated by reference to Exhibit 3.1 in the Company's Current Report on Form 8-K, filed on May 19, 2020).
Certificate of Amendment (incorporated by reference to Exhibit 3.1 in the Company’s Quarterly Report on Form 10-Q for the quarter ended September 30, 2021, filed on August 4, 2021).
Amended and Restated StockholdersBylaws of RumbleOn, Inc., dated October 8, 2021 (incorporated by reference to Exhibit 3.1 in the Company’s Current Report on Form 8-K, filed on October 8, 2021).
Amendment to Amended and Restated Bylaws of RumbleOn, Inc., dated May 9, 2023 (incorporated by reference to Exhibit 3.1 in the Company’s Current Report on Form 8-K, filed on May 10, 2023).
Sample Stock Certificate – Class B Common Stock (incorporated by reference to Exhibit 4.4 in the Company's Registration Statement on Form S-1/A filed on September 27, 2017).
Description of Registrant's Securities (incorporated by reference to Exhibit 4.11 in the Company's Annual Report on Form 10-K, filed on May 29, 2020).
Form of 2023 Warrant, dated August 14, 2023 (incorporated by reference to Exhibit 4.1 in the Company's Current Report on Form 8-K, filed on August 17, 2023).
Indenture, dated January 14, 2020, between RumbleOn, Inc. and Wilmington Trust National Association (Incorporated by reference to Exhibit 4.1 in the Company's Current Report on Form 8-K, filed on January 16, 2020).
First Supplemental Indenture, dated August 31, 2021 (incorporated by reference to Exhibit 10.2 to the Company’s Current Report on Form 8-K filed with the SEC on September 7, 2021).
Form of 6.75% Convertible Senior Note due 2025 (included as Exhibit A to the Indenture filed as Exhibit 4.8) (incorporated by reference to Exhibit 4.2 in the Company's Current Report on Form 8-K, filed on May 15, 2019).
Registration Rights Agreement, dated February 8, 2017 (Incorporated(incorporated by reference to Exhibit 10.110.2 in the Company’sCompany's Annual Report on Form 10-K, filed on February 14, 2017).
Form of Registration Rights Agreement, dated February 8, 2017 (IncorporatedMay 14, 2019 (incorporated by reference to Exhibit 10.24.3 in the Company’s AnnualCompany's Current Report on Form 10-K,8-K, filed on February 14, 2017)May 15, 2019).
36





Exhibit NumberDescription
Stockholder’sRegistration Rights and Lock-Up Agreement, dated October 24, 2016 (IncorporatedMarch 12, 2021 (incorporated by reference to Exhibit 10.3 in the Company's Current Report on Form 8-K, filed on March 15, 2021).
Registration Rights and Lock-Up Agreement, dated November 8, 2021 (incorporated by reference to
Exhibit 10.1 to the Company’s Current Report on Form 8-K, filed November 9, 2021).
#2017 RumbleOn, Inc. Stock Incentive Plan (incorporated by reference to Exhibit 10.1 in the Company's Current Report on Form 8-K, filed on January 9, 2017).
#Amendment to the RumbleOn, Inc. 2017 Stock Incentive Plan. (incorporated by reference to Exhibit 10.1 in the Company's Current Report on Form 8-K, filed on June 28, 2018).
#Amendment to the RumbleOn, Inc. 2017 Stock Incentive Plan (incorporated by reference to Exhibit 10.1 in the Company’s Current Report on Form 8-K, filed on October 28, 2016)May 22, 2019).
#Sample Stock Certificate – Class B Common Stock (Incorporated by referenceAmendment to Exhibit 4.4 in the Company’s Registration Statement on Form S-1/A filed on September 27, 2017).
Form of Warrant to Purchase Class B Common Stock, dated October 18, 2017 (Incorporated by reference to Exhibit 4.1 in the Company’s Current Report on Form 8-K, filed October 24, 2017).
Consulting Agreement, dated February 8, 2017 (Incorporated by reference to Exhibit 10.3 in the Company’s Annual Report on Form 10-K, filed on February 14, 2017).
Services Agreement, dated February 8, 2017 (Portions of this Exhibit have been omitted and filed separately with the Securities and Exchange Commission pursuant to a request for Confidential treatment) (Incorporated by reference to Exhibit 10.4 in the Company’s Annual Report on Form 10-K, filed on February 14, 2017).
Data Confidentiality Agreement, dated February 8, 2017 (Portions of this Exhibit have been omitted and filed separately with the Securities and Exchange Commission pursuant to a request for confidential treatment.) (Incorporated by reference to Exhibit 10.5 in the Company’s Annual Report on Form 10-K, filed on February 14, 2017).
2017 RumbleOn, Inc. 2017 Stock Incentive Plan + (Incorporated(incorporated by reference to Exhibit 10.1 in the Company’s Current Report on Form 8-K, filed on January 9, 2017)August 26, 2020).
#Fourth Amendment to RumbleOn, Inc. 2017 Stock Incentive Plan. (incorporated by reference to Exhibit 10.2 in the Company’s Quarterly Report on Form 10-Q for the quarter ended September 30, 2021, filed on August 4, 2021).
#Fifth Amendment to the RumbleOn, Inc. 2017 Stock Incentive Plan.*
#Executive Employment Agreement, dated August 31, 2021, between Marshall Chesrown and RumbleOn, Inc. (incorporated by reference to Exhibit 10.3 to the Company’s Current Report on Form 8-K filed with the SEC on September 7, 2021).
#Executive Employment Agreement, dated August 31, 2021, between Mark Tkach and RumbleOn, Inc. (incorporated by reference to Exhibit 10.5 to the Company’s Current Report on Form 8-K filed with the SEC on September 7, 2021).
#Employment Agreement, dated January 19, 2023, between RumbleOn, Inc. and Blake Lawson (incorporated by reference to Exhibit 10.1 to the Company’s Current Report on Form 8-K filed with the SEC on January 20, 2023).
#Executive Employment Agreement, dated October 19, 2023, between Michael Kennedy and RumbleOn, Inc., (incorporated by reference to Exhibit 10.1 to the Company’s Current Report on Form 8-K filed with the SEC on October 20, 2023).
Cooperation Agreement, dated as of June 30, 2023, by and among RumbleOn, Inc., William Coulter, and Mark Tkach (incorporated by reference to Exhibit 10.1 to the Company’s Current Report on Form 8-K filed on July 6, 2023).
Purchase Agreement, dated as of August 8, 2023, by and among the Company, Mark Tkach, William Coulter, and Stone House Capital Management, LLC (incorporated by reference to Exhibit 10.1 to the Company’s Current Report on Form 8-K filed with the SEC on August 11, 2023).
#Separation Agreement, dated July 14, 2023, by and between RumbleOn, Inc. and Michael Francis. (incorporated by reference to Exhibit 10.1 to the Current Report on Form 8-K filed on July 20, 2023).
#Special Advisor Agreement, dated July 14, 2023, by and between RumbleOn, Inc and Michael Francis (incorporated by reference to Exhibit 10.2 to the Current Report on Form 8-K filed on July 20, 2023).
Amendment No. 1 to the Standby Purchase Agreement, dated as of November 20, 2023, by and among RumbleOn, Inc., Mark Tkach, William Coulter and Stone House Capital Management, LLC (incorporated by reference to Exhibit 10.1 to the Company’s Current Report on Form 8-K filed with the SEC on November 22, 2023).
Real Estate Purchase and Sale Contract, dated August 22, 2023, by and between NNN REIT, LP, as buyer and RumbleOn, Inc. as seller (incorporated by reference to Exhibit 10.1 to the Company’s Current Report on Form 8-K filed with the SEC on August 28, 2023).
Unitary Master Lease Agreement, dated September 8, 2023 (incorporated by reference to Exhibit 10.8 in the Company’s Quarterly Report on Form 10-Q for the quarter ended September 30, 2023, filed on November 7, 2023).
Credit Agreement, dated August 31, 2021 (incorporated by reference to Exhibit 10.1 to the Company’s Current Report on Form 8-K filed with the SEC on September 7, 2021).
Consent and Amendment No. 3 to Term Loan Agreement, (Incorporateddated February 18, 2022 (incorporated by reference to Exhibit 10.1 in the Company’s Current Report on Form 8-K filed with the SEC on December 21, 2016)February 22, 2022).
Smart Server,Amendment No. 5 to the Term Loan Credit Agreement, dated August 9, 2023, by and among RumbleOn, Inc. Form of Promissory Note (Incorporated, the Subsidiary Guarantors party thereto, the lenders party thereto, and Oaktree Fund Administration, LLC, as administrative agent and collateral agent (incorporated by reference to Exhibit 10.210.8 to the Quarterly Report on Form 10-Q filed on August 9, 2023).
37





Exhibit NumberDescription
Amendment No. 6 to the Term Loan Credit Agreement, dated October 31, 2023, by and among RumbleOn, Inc., the Subsidiary Guarantors party thereto, the lenders party thereto, and Oaktree Fund Administration, LLC, as administrative agent and collateral agent.*
#Option Award Agreement between Michael Kennedy and RumbleOn, Inc., effective November 1, 2023.*
Amendment No. 7 to the Term Loan Credit Agreement, dated February 5, 2024, by and among RumbleOn, Inc., the Subsidiary Guarantors party thereto, the lenders party thereto, and Oaktree Fund Administration, LLC, as administrative agent and collateral agent.*
Letter re: change in certifying accountant (Grant Thornton LLP) (incorporated by reference to Exhibit 16.1 in the Company’s Current Report on Form 8-K filed with the SEC on December 21, 2016)May 25, 2023).
Promissory Note, dated July 13, 2016 (Incorporated by reference to Exhibit 10.1 inSubsidiaries of the Company’s Current Report on Form 8-K, filed on July 19, 2016).
  46
Exhibit NumberDescriptionCompany*
Amendment to Promissory Note, dated August 31, 2016 (Incorporated by reference to Exhibit 10.11 in the Company’s Annual Report on Form 10-K, filed on February 14, 2017).Consent of BDO USA, P.C.*
Unconditional Guaranty Agreement (Incorporated by reference to Exhibit 10.12 in the Company’s Annual Report on Form 10-K, filed on February 14, 2017).Consent of Grant Thornton LLP*
Security Agreement (Incorporated by reference to Exhibit 10.13 the Company’s Annual Report on Form 10-K, filed on February 14, 2017).Power of Attorney*
NextGen Promissory Note, dated February 8, 2017 (Incorporated by referenceCertification of Principal Executive Officer pursuant to Exhibit 10.1 in the Company’s Quarterly Report on Form 10-Q, filed on May 15, 2017).
RumbleOn, Inc. Form of Promissory Note (Incorporated by reference to Exhibit 10.1 in the Company’s Current Report on Form 8-K, filed on April 5, 2017).
Amendment to AmendedExchange Act Rules 13a-14(a) and Restated Stockholders’ Agreement of RumbleOn, Inc.15d-14(a), dated September 29, 2017 (Incorporated by reference to Exhibit 10.1 in the Company’s Current Report on Form 8-K, filed on October 5, 2017).
Form of Senior Secured Promissory Note, dated September 5, 2017 (Incorporated by reference to Exhibit 10.1 in the Company’s Current Report on Form 8-K, filed on September 11, 2017).
Demand Promissory Note and Loan and Security Agreement, in favor of NextGear Capital, Inc., dated November 2, 2017 (Incorporated by reference to Exhibit 10.1 in the Company’s Current Report on Form 8-K, filed November 8, 2017).
Corporate Guaranty, in favor of NextGear Capital, Inc., dated November 2, 2017. (Included in Exhibit 10.15)
Subsidiaries
Consent of Scharf Pera & Co., PLLC.
Certificationas adopted pursuant to Section 302 of the Sarbanes-Oxley Act of 2002*
Certification of Principal Financial Officer pursuant to Exchange Act Rules 13a-14(a) and 15d-14(a), as adopted pursuant to Section 302 of the Sarbanes-Oxley Act of 2002*
CertificationCertifications of Principal Executive Officer pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002**
CertificationCertifications of Principal Financial Officer pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002**
101.INSRumbleOn, Inc. Compensation Clawback Policy*
101.INSInline XBRL Instance Document.*
101.SCGInline XBRL Taxonomy Extension Schema.*
101.CALInline XBRL Taxonomy Extension Calculation Linkbase.*
101.DEFInline XBRL Taxonomy Extension Definition Linkbase.*
101.LABInline XBRL Taxonomy Extension Label Linkbase.*
101.PREInline XBRL Taxonomy Extension Presentation Linkbase.*
104Cover Page Interactive Data File (formatted as inline XBRL and contained in Exhibit 101)*
*Filed herewith.
**Furnished herewith.
#Management Compensatory Plan
*Furnished herewith
+Management Compensatory Plan

Item 16. 
Form 10-K Summary.38


Registrants may voluntarily include a summary of information required by Form 10-K under this Item 16. The Company has elected not to include such summary information.



47
SIGNATURES
SIGNATURES
Pursuant to the requirements of Section 13 or 15(d) of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned, thereunto duly authorized.

RumbleOn, Inc.
Date: March 28, 2024By:/s/ Michael W. Kennedy
Date: February 27, 2018By:  
/s/ Marshall Chesrown
Marshall Chesrown
Michael W. Kennedy
Chief Executive Officer

Pursuant to the requirements of the Securities Exchange Act of 1934, this report has been signed below by the following persons on behalf of the registrant and in the capacities and on the dates indicated.

SignatureTitleTitleDate
/s/ Marshall Chesrown
Michael W. Kennedy
Chairman of the Board of Directors andFebruary 27, 2018
Marshall Chesrown
Chief Executive Officer,
Director
March 28, 2024
Michael W. Kennedy(Principal Executive Officer)
/s/ Steven R. Berrard
Blake Lawson
Director and Chief Financial OfficerFebruary 27, 2018March 28, 2024
Steven R. BerrardBlake Lawson(Principal Financial Officer and Principal Accounting Officer)
/s/ Steven J. Pully*Chairman of the BoardMarch 28, 2024
Steven J. Pully
/s/ Mark Cohen*DirectorMarch 28, 2024
Mark Cohen
/s/ Denmar Dixon
William Coulter*
DirectorDirectorFebruary 27, 2018March 28, 2024
Denmar DixonWilliam Coulter
/s/ Melvin Flanigan*DirectorMarch 28, 2024
Melvin Flanigan
/s/ Rebecca C. Polak*DirectorMarch 28, 2024
Rebecca C. Polak
/s/ Richard A. Gray, Jr.
Mark Tkach*
DirectorDirectorFebruary 27, 2018March 28, 2024
Richard A. Gray, Jr.Mark Tkach

*    The undersigned, by signing his name hereto, does hereby sign this report on behalf of each of the above-indicated directors of the registrant pursuant to powers of attorney executed by such directors.

By:/s/ Michael W. Kennedy
Michael W. Kennedy
/s/ Kartik Kakarala
DirectorFebruary 27, 2018
Kartik Kakarala
/s/ Mitch Pierce
DirectorFebruary 27, 2018
Mitch Pierce
/s/ Keven Wetfall
DirectorFebruary 27, 2018
Kevin WestfallAttorney-in-fact

39

48

IndexIndex to Financial Statements



RumbleOn, Inc. Financial Statements
REPORT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM

To theStockholders and Board of Directors and
Stockholders of RumbleOn, Inc.
Irving, Texas

Opinion on the Consolidated Financial Statements

We have audited the accompanying consolidated balance sheetssheet of RumbleOn, Inc. (the “Company”) as of December 31, 2017 and 2016, and2023, the related consolidated statements of income,operations, stockholders’ equity, and cash flows for each of the years in the two year periodthen ended, December 31, 2017, and the related notes (collectively referred to as the “financial“consolidated financial statements”). In our opinion, the consolidated financial statements present fairly, in all material respects, the financial position of the Company as ofat December 31, 2017 and 2016,2023, and the results of its operations and its cash flows for each of the two years in the periodyear then ended, December 31, 2017, in conformity with accounting principles generally accepted in the United States of America.

We also have audited, in accordance with the standards of the Public Company Accounting Oversight Board (United States) (“PCAOB”), the Company’s internal control over financial reporting as of December 31, 2023, based on criteria established in Internal Control – Integrated Framework (2013) issued by the Committee of Sponsoring Organizations of the Treadway Commission (“COSO”) and our report dated March 28, 2024 expressed an adverse opinion thereon.

Basis for Opinion

These consolidated financial statements are the responsibility of the Company’s management. Our responsibility is to express an opinion on the Company’s consolidated financial statements based on our audit. We are a public accounting firm registered with the PCAOB and are required to be independent with respect to the Company in accordance with the U.S. federal securities laws and the applicable rules and regulations of the Securities and Exchange Commission and the PCAOB.

We conducted our audit in accordance with the standards of the PCAOB. Those standards require that we plan and perform the audit to obtain reasonable assurance about whether the consolidated financial statements are free of material misstatement, whether due to error or fraud.

Our audit included performing procedures to assess the risks of material misstatement of the consolidated financial statements, whether due to error or fraud, and performing procedures that respond to those risks. Such procedures included examining, on a test basis, evidence regarding the amounts and disclosures in the consolidated financial statements. Our audit also included evaluating the accounting principles used and significant estimates made by management, as well as evaluating the overall presentation of the consolidated financial statements. We believe that our audit provides a reasonable basis for our opinion.

Critical Audit Matter

The critical audit matter communicated below is a matter arising from the current period audit of the consolidated financial statements that was communicated or required to be communicated to the audit committee and that: (1) relates to accounts or disclosures that are material to the consolidated financial statements and (2) involved our especially challenging, subjective, or complex judgments. The communication of the critical audit matter does not alter in any way our opinion on the consolidated financial statements, taken as a whole, and we are not, by communicating the critical audit matter below, providing separate opinions on the critical audit matter or on the accounts or disclosures to which it relates.

Impairment Assessment of Goodwill and Franchise Rights of Powersports Reporting Unit

As described in Notes 1 and 7 to the Company’s consolidated financial statements, goodwill and indefinite-lived intangible assets are tested for impairment annually as of October 1, or whenever events or changes in circumstances indicate that an impairment may exist. Fair value estimates used in the quantitative goodwill impairment test are calculated using a combination of the income and market approaches. The income approach is based on the present value of future cash flows of a reporting unit, while the market approach is based on certain multiples of selected guideline public companies or selected guideline transactions. The approaches incorporate a number of market participant assumptions including future revenue growth rates, corresponding gross margins, the discount rate, income tax rates, implied control premium, and market activity in assessing fair value and are reporting unit specific. Further, the Company uses an excess earnings method to determine the fair value of its franchise rights, which incorporates estimates and forward-looking projections such as future revenue growth rates, corresponding gross margins, return on debt-free net working capital, contributory asset returns, and the discount rate. As a
F-2





result of performing the impairment tests, the Company recorded $23.1 million of goodwill impairment expense and $37.0 million of impairment expense associated with the Company’s franchise rights during the year ended December 31, 2023.

We identified the evaluation of goodwill and franchise rights related to the powersports reporting unit for impairment as a critical audit matter. With respect to goodwill, the determination of the fair value of the powersports reporting unit requires management to make significant assumptions used in the income approach including future revenue growth rates, corresponding gross margins, and the discount rate. For the market approach, the significant assumptions are the implied control premium and multiples of selected public companies. With respect to franchise rights, the determination of the fair value requires management to make significant assumptions used in the excess earnings method including future revenue growth rates, corresponding gross margins, the discount rate and contributory asset returns. Auditing management’s significant assumptions used in the impairment assessment of goodwill and franchise rights involved especially challenging and subjective auditor judgment due to the nature and extent of audit effort required to address this matter, including the extent of specialized skill or knowledge needed.

The primary procedures we performed to address this critical audit matter included:
Assessing the reasonableness of future revenue growth rates and corresponding gross margin assumptions used in the impairment assessments of goodwill and franchise rights by:
o Comparing the future revenue and corresponding gross margin assumptions with historical results and analyst reports

Utilizing professionals with specialized skills and knowledge in valuation to:
o    Assist in assessing the reasonableness of the terminal year revenue growth rate, the discount rate, implied control premium and multiples of selected public companies used in the impairment assessment of goodwill.
o    Assist in assessing the reasonableness of the terminal year revenue growth rates, the discount rate and contributory asset returns used in the impairment assessment of franchise rights.



/s/ BDO USA, P.C.
We have served as the Company’s auditor since 2023.
Dallas, Texas
March 28, 2024
F-3





REPORT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM
Board of Directors and Shareholders
RumbleOn, Inc.
Opinion on the financial statements
We have audited the accompanying consolidated balance sheet of RumbleOn, Inc. (a Nevada corporation) and subsidiaries (the “Company”) as of December 31, 2022, and the related consolidated statements of operations, stockholders’ equity, and cash flows for the year then ended (collectively referred to as the “financial statements”). In our opinion, thefinancial statements present fairly, in all material respects, the financial position of the Companyas of December 31, 2022, and the results of itsoperations and itscash flows for the year then ended, in conformity with accounting principles generally accepted in the United States of America.
Basis for opinion
These financial statements are the responsibility of the Company’s management. Our responsibility is to express an opinion on the Company’s financial statements based on our audits.audit. We are a public accounting firm registered with the Public Company Accounting Oversight Board (United States) (“PCAOB”) and are required to be independent with respect to the Company in accordance with the U.S. federal securities laws and the applicable rules and regulations of the Securities and Exchange Commission and the PCAOB.
We conducted our auditsaudit in accordance with the standards of the PCAOB. Those standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements are free of material misstatement, whether due to error or fraud. The Company is not required to have, nor were we engaged to perform, anOur audit of its internal control over financial reporting. As part of our audits we are required to obtain an understanding of internal control over financial reporting but not for the purpose of expressing an opinion on the effectiveness of the Company’s internal control over financial reporting. Accordingly, we express no such opinion.
Our audits included performing procedures to assess the risks of material misstatement of the financial statements, whether due to error or fraud, and performing procedures that respond to those risks. Such procedures included examining, on a test basis, evidence regarding the amounts and disclosures in the financial statements. Our auditsaudit also included evaluating the accounting principles used and significant estimates made by management, as well as evaluating the overall presentation of the financial statements. We believe that our audits provideaudit provides a reasonable basis for our opinion.
/s/ GRANT THORNTON LLP
We served as the Company’s auditor from 2022 to 2023.
Dallas, Texas
March 16, 2023 except for the effects of changes in discontinued operations, as discussed in Note 19, as to which the date is September 26, 2023
F-4





REPORT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM
Stockholders and Board of Directors
RumbleOn, Inc.
Irving, Texas
Opinion on Internal Control over Financial Reporting
We have audited RumbleOn, Inc.’s (the “Company’s”) internal control over financial reporting as of December 31, 2023, based on criteria established in Internal Control – Integrated Framework (2013) issued by the Committee of Sponsoring Organizations of the Treadway Commission (the “COSO criteria”). In our opinion, the Company did not maintain, in all material respects, effective internal control over financial reporting as of December 31, 2023, based on the COSO criteria.
We do not express an opinion or any other form of assurance on management’s statements referring to any corrective actions taken by the Company after the date of management’s assessment.
We also have audited, in accordance with the standards of the Public Company Accounting Oversight Board (United States) (“PCAOB”), the consolidated balance sheet of the Company as of December 31, 2023, the related consolidated statements of operations, stockholders’ equity, and cash flows for the year then ended, and the related notes (collectively referred to as “the financial statements”) and our report dated March 28, 2024 expressed an unqualified opinion thereon.
Basis for Opinion
The Company’s management is responsible for maintaining effective internal control over financial reporting and for its assessment of the effectiveness of internal control over financial reporting, included in the accompanying Item 9A, Management’s Report on Internal Control over Financial Reporting. Our responsibility is to express an opinion on the Company’s internal control over financial reporting based on our audit. We are a public accounting firm registered with the PCAOB and are required to be independent with respect to the Company in accordance with U.S. federal securities laws and the applicable rules and regulations of the Securities and Exchange Commission and the PCAOB.
We conducted our audit of internal control over financial reporting in accordance with the standards of the PCAOB. Those standards require that we plan and perform the audit to obtain reasonable assurance about whether effective internal control over financial reporting was maintained in all material respects. Our audit included obtaining an understanding of internal control over financial reporting, assessing the risk that a material weakness exists, and testing and evaluating the design and operating effectiveness of internal control based on the assessed risk. Our audit also included performing such other procedures as we considered necessary in the circumstances. We believe that our audit provides a reasonable basis for our opinion.
 
A material weakness is a deficiency, or a combination of deficiencies, in internal control over financial reporting, such that there is a reasonable possibility that a material misstatement of the company’s annual or interim financial statements will not be prevented or detected on a timely basis. Material weaknesses regarding the sufficiency of accounting resources and the related impact on process-level control activities as well as user access and segregation of duties related to certain information technology systems have been identified and described in management’s assessment. These material weaknesses were considered in determining the nature, timing, and extent of audit tests applied in our audit of the 2023 financial statements, and this report does not affect our report dated March 28, 2024 on those financial statements.

Definition and Limitations of Internal Control over Financial Reporting

A company’s internal control over financial reporting is a process designed to provide reasonable assurance regarding the reliability of financial reporting and the preparation of financial statements for external purposes in accordance with generally accepted accounting principles. A company’s internal control over financial reporting includes those policies and procedures that (1) pertain to the maintenance of records that, in reasonable detail, accurately and fairly reflect the transactions and dispositions of the assets of the company; (2) provide reasonable assurance that transactions are recorded as necessary to permit preparation of financial statements in accordance with generally accepted accounting principles, and that receipts and expenditures of the company are being made only in accordance with authorizations of management and directors of the company; and (3) provide reasonable assurance regarding prevention or timely detection of unauthorized acquisition, use, or disposition of the company’s assets that could have a material effect on the financial statements.

F-5





Because of its inherent limitations, internal control over financial reporting may not prevent or detect misstatements. Also, projections of any evaluation of effectiveness to future periods are subject to the risk that controls may become inadequate because of changes in conditions, or that the degree of compliance with the policies or procedures may deteriorate.

/s/ Scharf Pera & Co., PLLCBDO USA, P.C.
We have served as the Company’s auditor since 2016Dallas, Texas
Charlotte, North Carolina
February 27, 2018
March 28, 2024

F-6
F-2

RumbleOn,RumbleOn, Inc.
Consolidated Balance Sheets
December 31, 2017 and 2016($ in millions, except per share amounts)
 
 
2017
 
 
2016
 
ASSETS
 
 
 
 
 
 
Current assets:
 
 
 
 
 
 
Cash
 $9,170,652 
 $1,350,580 
Accounts receivable, net
  577,107 
  - 
Inventory
  2,834,666 
  - 
Prepaid expense
  308,880 
  1,667 
Total current assets
  12,891,305 
  1,352,247 
 
    
    
Property and equipment, net
  3,360,832 
  - 
Goodwill
  1,850,000 
  - 
Other assets
  50,693 
  45,515 
Total assets
 $18,152,830 
 $1,397,762 
 
    
    
LIABILITIES AND STOCKHOLDERS’ EQUITY
    
    
 
    
    
Current liabilities:
    
    
Accounts payable and accrued liabilities
 $1,179,216 
 $219,101 
Accrued interest payable
  33,954 
  - 
Current portion of long-term debt
  1,081,593 
  - 
Total current liabilities
  2,294,763 
  219,101 
 
    
    
Long term liabilities:
    
    
Note payable
  1,459,410 
  1,282 
Accrued interest payable - related party
  32,665 
  5,508 
Deferred tax liability
  - 
  78,430 
Total long-term liabilities
  1,492,075 
  85,220 
 
    
    
Total liabilities
  3,786,838 
  304,321 
 
    
    
Commitments and contingencies (Notes 4, 5, 7, 12, 13)
  - 
  - 
 
    
    
Stockholders’ equity:
    
    
Preferred stock, $0.001 par value, 10,000,000 shares authorized, no shares issued and outstanding as of December 31, 2017 and 2016.
  - 
  - 
Common A stock, $0.001 par value, 1,000,000 shares authorized, 1,000,000 shares issued and outstanding as of December 31, 2017 and none outstanding at December 31, 2016
  1,000 
  - 
Common B stock, $0.001 par value, 99,000,000 shares authorized, 11,928,541 and 6,400,000 shares issued and outstanding as of December 31, 2017 and 2016
  11,929 
  6,400 
Additional paid in capital
  23,372,360 
  1,534,015 
Subscriptions receivable
  - 
  (1,000)
Accumulated deficit
  (9,019,297)
  (445,974)
Total stockholders’ equity
  14,365,992 
  1,093,441 
 
    
    
Total liabilities and stockholders’ equity
 $18,152,830 
 $1,397,762 
December 31,
20232022
ASSETS
Current assets:
Cash$58.9 $46.8 
Restricted cash18.1 10.0 
Accounts receivable, net50.3 28.0 
Inventory, net347.5 323.5 
Prepaid expense and other current assets6.0 7.4 
Loans receivable held for sale— 33.7 
Current assets of discontinued operations— 11.4 
Total current assets480.8 460.8 
Property and equipment, net76.8 76.1 
Right-of-use assets163.9 161.8 
Goodwill0.8 21.1 
Intangible assets, net202.5 247.4 
Deferred tax assets— 58.1 
Other assets1.5 1.9 
Total assets$926.3 $1,027.2 
LIABILITIES AND STOCKHOLDERS' EQUITY
Current liabilities:
Accounts payable and other current liabilities$67.8 $79.5 
Vehicle floor plan notes payable291.3 220.1 
Current portion of long-term debt35.6 3.7 
Current liabilities of discontinued operations0.3 8.4 
Total current liabilities395.0 311.7 
Long-term liabilities:
Long-term debt, net of current maturities286.7 374.4 
Operating lease liabilities134.1 126.7 
Deferred taxes0.4 — 
Other long-term liabilities4.5 8.4 
Total long-term liabilities425.7 509.5 
Total liabilities820.7 821.2 
Commitments and contingencies (Note 20)
Stockholders' equity:
Class A common stock, $0.001 par value; 50,000 shares authorized; 50,000 shares issued and outstanding
Class B common stock, $0.001 par value; 100,000,000 shares authorized; 35,071,955 and 16,184,264 shares issued and outstanding, respectively
Additional paid in capital701.0 585.9
Accumulated deficit(591.1)(375.6)
Class B common stock in treasury, at cost, 123,089 shares(4.3)(4.3)
Total stockholders' equity105.6 206.0
Total liabilities and stockholders' equity$926.3 $1,027.2
See Accompanying Notesaccompanying notes to Financial Statements.
consolidated financial statements.

F-7
F-3

RumbleOn,RumbleOn, Inc.
Consolidated Statements of Operations
For the Two Years Ended December 31, 2017($ in millions, except per share amounts)
20232022
Revenue:
     Powersports vehicles$951.4 $1,033.9 
Parts, service and accessories241.8 247.6 
Finance and insurance, net117.0 123.4 
Vehicle transportation services56.2 54.0 
Total revenue1,366.4 1,458.9 
Cost of revenue:
Powersports vehicles832.5839.7
Parts, service and accessories131.5135.3
Vehicle transportation services42.542.2
Total cost of revenue1,006.51,017.2
Gross profit359.9441.7
Selling, general and administrative347.3354.5
Impairment of goodwill and franchise rights60.1324.3
Depreciation and amortization22.023.0
Operating loss(69.5)(260.1)
Non-operating income (expense):
Interest expense(77.2)(52.1)
Other income (expense)(8.4)4.2 
Forgiveness of PPP Loan— 2.5 
Loss from continuing operations before income taxes(155.1)(305.5)
Income tax provision (benefit) from continuing operations59.3 (72.0)
Loss from continuing operations$(214.4)$(233.5)
Loss from discontinued operations(1.1)(28.0)
Net loss$(215.5)$(261.5)
Weighted average number of common shares outstanding – basic and diluted17,740,52515,871,005
Loss from continuing operations per share – basic and diluted$(12.08)$(14.71)
Loss from discontinued operations per share – basic and diluted$(0.06)$(1.76)
Net loss per share — basic and diluted$(12.15)$(16.48)
Revenue:
 
2017
 
 
2016
 
Pre-owned vehicle sales
 $7,020,070 
 $- 
Other sales and revenue
  159,230 
  - 
Subscription fees
  126,602 
  - 
Total Revenue
  7,305,902 
  - 
 
    
    
Expenses:
    
    
Cost of revenue
  7,027,793 
  - 
Selling, general and administrative
  7,586,999 
  211,493 
Depreciation and amortization
  668,467 
  1,900 
Total expenses
  15,283,259 
  213,393 
 
    
    
Operating loss
  (7,977,357)
  (213,393)
 
    
    
Interest expense
  595,966 
  11,698 
 
    
    
Net loss before benefit for income taxes
  (8,573,323)
  (225,091)
 
    
    
Benefit for income taxes
  - 
  513 
 
    
    
Net loss
 $(8,573,323)
 $(224,578)
 
    
    
Weighted average number of common shares outstanding - basic and fully diluted
  9,917,584 
  5,581,370 
 
    
    
Net loss per share - basic and fully diluted
 $(0.86)
 $(0.04)

See Accompanying Notesaccompanying notes to Financial Statements.
consolidated financial statements.

F-8
F-4

RumbleOn,RumbleOn, Inc.
Consolidated Statement of Stockholders’Stockholders' Equity (Deficit)
For the Two Years Ended December 31, 2017($ in millions)
 
 
Preferred Shares
 
 
Common A Shares
 
 
Common B Shares
 
 
Additional Paid in
 
 
Subscriptions
 
 
Accumulated
 
 
Total Stockholder's
 
 
 
Shares
 
 
Amount
 
 
Shares
 
 
Amount
 
 
Shares
 
 
Amount
 
 
Capital
 
 
Receivable
 
 
Deficit
 
 
Equity (Deficit)
 
Balance, December 31, 2015
  - 
 $- 
  - 
 $- 
  5,500,000 
 $5,500 
 $64,500 
 $(5,000)
 $(221,396)
 $(156,396)
 
    
    
    
    
    
    
    
    
    
    
Cash received for subscription receivable
  - 
  - 
  - 
  - 
  - 
  - 
  - 
 $5,000 
  - 
  5,000 
 
    
    
    
    
    
    
    
    
    
    
Donated capital
  - 
  - 
  - 
  - 
  - 
  - 
  2,000 
  - 
  - 
  2,000 
 
    
    
    
    
    
    
    
    
    
    
Issuance of common stock
  - 
  - 
  - 
  - 
  900,000 
  900 
  1,349,100 
  (1,000)
  - 
  1,349,000 
 
    
    
    
    
    
    
    
    
    
    
Beneficial conversion feature, net of deferred taxes
  - 
  - 
  - 
  - 
  - 
  - 
  118,415 
  - 
  - 
  118,415 
 
    
    
    
    
    
    
    
    
    
    
Net loss
  - 
  - 
  - 
  - 
  - 
  - 
  - 
  - 
  (224,578)
  (224,578)
 
    
    
    
    
    
    
    
    
    
    
 
    
    
    
    
    
    
    
    
    
    
Balance, December 31, 2016
  - 
  - 
  - 
  - 
  6,400,000 
 $6,400 
 $1,534,015 
 $(1,000)
 $(445,974)
 $1,093,441 
 
    
    
    
    
    
    
    
    
    
    
 
    
    
    
    
    
    
    
    
    
    
Exchange of common stock
  - 
  - 
  1,000,000 
  1,000 
  (1,000,000)
  (1,000)
  - 
  - 
  - 
  - 
 
    
    
    
    
    
    
    
    
    
    
Issuance of common stock in connection with acquisition
  - 
  - 
  - 
  - 
  1,523,809 
  1,524 
  2,665,142 
  - 
  - 
  2,666,666 
 
    
    
    
    
    
    
    
    
    
    
Issuance of stock in private placements
  - 
  - 
  - 
  - 
  657,500 
  658 
  2,629,342 
  - 
  - 
  2,630,000 
 
    
    
    
    
    
    
    
    
    
    
Issuance of common stock in connection with loan Agreement
  - 
  - 
  - 
  - 
  1,161,920 
  1,162 
  1,348,878 
  - 
  - 
  1,350,040 
 
    
    
    
    
    
    
    
    
    
    
Issuance of common stock in connection with conversion of a Note Payable-related Party, net of debt discount
  - 
  - 
  - 
  - 
  275,312 
  275 
  284,639 
  - 
  - 
  284,914 
 
    
    
    
    
    
    
    
    
    
    
Issuance of common stock in connection with equity offering
  - 
  - 
  - 
  - 
  2,910,000 
  2,910 
  14,407,321 
  1,000 
  - 
  14,411,231 
 
    
    
    
    
    
    
    
    
    
    
Stock-based compensation
  - 
  - 
  - 
  - 
  - 
  - 
  503,023 
  - 
  - 
  503,023 
 
    
    
    
    
    
    
    
    
    
    
Net loss
  - 
  - 
  - 
  - 
  - 
  - 
  - 
  - 
  (8,573,323)
  (8,573,323)
 
    
    
    
    
    
    
    
    
    
    
Balance, December 31, 2017
  - 
 $- 
  1,000,000 
 $1,000 
  11,928,541 
 $11,929 
 $23,372,360 
  - 
 $(9,019,297)
 $14,365,992 
Class A Common SharesClass B Common SharesAdditional Paid in
Capital
Accumulated
Deficit
Class B Common Treasury SharesTotal
Stockholders'
Equity
(Deficit)
SharesAmountSharesAmountSharesAmount
December 31, 202150,000 $— 14,882,022 $— $550.0 $(114.1)123,089 $(4.3)$431.6 
Consideration for acquisition— — 1,048,718 — 26.5 — — — 26.5 
Shares cancelled in connection with Freedom acquisition— — (2,446)— — — — — 
Stock-based compensation— — 255,970 — 9.4 — — — 9.4 
Net loss— — — — — (261.5)— — (261.5)
December 31, 202250,000 — 16,184,264 — 585.9 (375.6)123,089 (4.3)206.0 
Rights offering, net of costs— — 18,181,818 — 98.4 — — — 98.4 
Stock-based compensation— — 705,873 — 12.0 — — — 12.0 
Tax withholding for vesting of restricted stock units and other— — — — (1.4)— — — (1.4)
Issuance of warrant— — — — 6.1 — — — 6.1 
Net loss— — — — — (215.5)— — (215.5)
December 31, 202350,000 $— 35,071,955 $— $701.0 $(591.1)123,089 $(4.3)$105.6 
See Accompanying Notesaccompanying notes to Financial Statements.
consolidated financial statements.
F-9
F-5

RumbleOn,RumbleOn, Inc.
Consolidated Statements of Cash Flows
For the Two Years Ended December 31, 2017($ in millions)
20232022
CASH FLOWS FROM OPERATING ACTIVITIES
 Net loss$(215.5)$(261.5)
Income (loss) from discontinued operations(1.1)(28.0)
Loss from continuing operations$(214.4)$(233.5)
Adjustments to reconcile loss from continuing operations to net cash used in operating activities:
Depreciation and amortization22.0 23.0 
Amortization of debt discount and issuance costs10.4 6.4 
Inventory write-down to net realizable value12.6 — 
Forgiveness of PPP Loan— (2.5)
Stock based compensation expense12.0 9.4 
Impairment loss on goodwill and franchise rights60.1 324.3 
Deferred taxes58.5 (76.7)
Originations of loan receivables, net of principal payments received6.3 (27.9)
Valuation allowance and loss on sale of loans receivable portfolio7.6 — 
Changes in operating assets and liabilities, net of acquisitions:
Accounts receivable(2.4)(4.6)
Inventory(31.7)(120.4)
Prepaid expenses and other current assets1.4 (0.4)
Other assets0.3 0.3 
Other liabilities(3.7)1.6 
Accounts payable and accrued liabilities(4.4)(6.0)
Floor plan trade note borrowings26.5 60.3 
Net cash used in operating activities of continuing operations(38.9)(46.7)
CASH FLOWS FROM INVESTING ACTIVITIES
Cash used for acquisitions, net of cash received(3.3)(69.6)
Technology development(2.1)(7.0)
Purchase of property and equipment(13.7)(5.6)
Net cash used in investing activities of continuing operations(19.1)(82.2)
CASH FLOWS FROM FINANCING ACTIVITIES
Increase in borrowings from non-trade floor plans42.5 77.9 
Proceeds from sale leaseback transaction50.0 — 
Proceeds from issuance of debt2.2 84.5 
Proceeds from ROF credit facility for the purchase of consumer finance loans— 25.0 
Repayments of debt, including finance leases(111.7)(51.2)
Debt issuance costs(1.8)— 
Shares redeemed for employee tax obligations(1.4)— 
Net proceeds from sale of common stock in rights offering98.4 — 
Net cash provided by financing activities of continuing operations78.2 136.2 
CASH FLOWS FROM DISCONTINUED OPERATIONS
Net cash provided by operating activities3.4 27.8 
Net cash used in financing activities(5.2)(28.5)
Net cash used in discontinued operations(1.8)(0.7)
NET CHANGE IN CASH AND RESTRICTED CASH18.4 6.6 
CASH AND RESTRICTED CASH AT BEGINNING OF PERIOD58.6 52.0 
CASH AND RESTRICTED CASH AT END OF PERIOD$77.0 $58.6 
See accompanying notes to consolidated financial statements.
F-10
 
 
2017
 
 
2016
 
CASH FLOWS FROM OPERATING ACTIVITIES
 
 
 
 
 
 
Net loss
 $(8,573,323)
 $(224,578)
Adjustments to reconcile net loss to net cash used in operating activities:
    
    
Depreciation and amortization
  668,467 
  1,900 
Amortization of debt discount
  276,076 
  1,282 
Interest expense on conversion of debt
  196,076 
  - 
Share based compensation expense
  503,023 
  - 
Impairment of asset
  - 
  792 
Increase in deferred tax liability
  - 
  (513)
Changes in operating assets and liabilities:
    
    
Increase in prepaid expenses
  (307,213)
  (1,667)
Increase in inventory
  (2,834,666)
  - 
Increase in accounts receivable
  (577,107)
  - 
Increase in accounts payable and accrued liabilities
  960,115 
  210,302 
Increase (decrease) in accrued interest payable
  70,237 
  (7,494)
Increase in other assets
  (5,178)
  - 
 
    
    
Net cash used in operating activities
 $(9,623,493)
 $(19,976)
 
    
    
CASH FLOWS FROM INVESTING ACTIVITIES
    
    
Cash used for acquisitions
  (750,000)
  - 
Technology development
  (506,786)
  - 
Purchase of other assets
  - 
  (45,515)
Purchase of property and equipment
  (622,512)
  - 
Net cash used in investing activities
  (1,879,298)
  (45,515)
 
    
    
CASH FLOWS FROM FINANCING ACTIVITIES
    
    
Proceeds from note payable
  3,248,593 
  214,358 
Repayments for notes payable
  (1,650,000)
  (158,000)
Proceeds from sale of common stock
  17,724,270 
  1,354,000 
Donated capital
  - 
  2,000 
Net cash provided by financing activities
  19,322,863 
  1,412,358 
 
    
    
NET CHANGE IN CASH
  7,820,072 
  1,346,867 
 
    
    
CASH AT BEGINNING OF PERIOD
  1,350,580 
  3,713 
 
    
    
CASH AT END OF PERIOD
 $9,170,652 
 $1,350,580 



See Accompanying

Notes to the Consolidated Financial Statements.Statements
Notes to Financial Statements
NOTE 1 –DESCRIPTION OF BUSINESS AND SIGNIFICANT ACCOUNTING POLICIES
Organization
RumbleOn, Inc. (the “Company”) was incorporated in October 2013 under the laws of the State of Nevada, as Smart Server, Inc. (“Smart Server”). On February 13, 2017, the Company changed its name from Smart Server, Inc. to RumbleOn, Inc.
Description of Business
Smart Server was originally formed to engageRumbleOn, Inc. is headquartered in the business of designingDallas Metroplex and developing mobile application payment software for smart phonescompleted its initial public offering in 2017. RumbleOn, Inc. operates primarily through two operating segments: our powersports dealership group and tablet computers. After Smart Server ceased its technology development activitiesWholesale Express, LLC (“Express”), a transportation services provider. We were incorporated in 2014, it had no operations and nominal assets, meeting2013. We have grown primarily through acquisition, the definition of a “shell company” under the Securities Exchange Act of 1934, as amended (the “Exchange Act”), and regulations thereunder.
In July 2016, Berrard Holdings Limited Partnership (“Berrard Holdings”) acquired 99.5%largest to date being our 2021 acquisition of the common stockRideNow business followed by our 2022 acquisition of Freedom Powersports, LLC (“Freedom Powersports”) and Freedom Powersports Real Estate, LLC (together with Freedom Powersports, the “Freedom Entities”). These acquisitions added 54 powersports dealerships to our Company.
We offer a wide selection of new and pre-owned motorcycles, all-terrain vehicles (“ATV”), utility terrain or side-by-side vehicles (“SXS”), personal watercraft (“PWC”), snowmobiles, and other powersports products, including parts, apparel, accessories, finance & insurance products and services, and aftermarket products from a wide range of manufacturers. Additionally, we offer a full suite of repair and maintenance services. As of December 31, 2023, we operated 54 retail locations consisting of over 500 powersports franchises (representing 52 different brands of motorcycles, ATVs, SXSs, PWCs, snowmobiles, and other powersports products) in Alabama, Arizona, California, Florida, Georgia, Kansas, Nevada, North Carolina, Ohio, Oklahoma, South Dakota, Texas, and Washington.
We source high quality pre-owned inventory via our proprietary Cash Offer technology, which allows us to purchase pre-owned units directly from consumers.
Express provides asset-light freight brokerage services facilitating automobile transportation primarily between and among dealers.
Basis of Presentation
The accompanying consolidated financial statements include the accounts of the Company and its wholly owned subsidiaries, have been prepared in accordance with accounting principles generally accepted in the United States (“GAAP”), and are reported on a calendar-year basis. All significant intercompany balances and transactions have been eliminated in consolidation. The results of operations of acquisitions are included in the consolidated financial statements from the principal stockholder. Shortly afterrespective date of acquisition.
Discontinued operations represents the Berrard Holdings common stock purchase,results of our automotive segment operations that we wound down beginning in the Company began exploringthird quarter of 2022 and completed by June 30, 2023. In this segment, we participated in the developmentautomotive industry through our wholly owned wholesale distributor of a capital light e-commerce platform facilitating the ability of both consumerspre-owned automotive inventory, Wholesale, Inc., and dealers to Buy-Sell-Trade-Finance pre-owned recreation vehicles in one online location. The Company’s goal is for the platform to be widely recognized as the leading online solution for the sale, acquisition, and distribution of recreation vehicles by providing users with the most efficient, timely and transparent experience.
The Company’s business plan is currently driven by a technology platform it acquired on February 8, 2017 from NextGen Dealer Solutions, LLC (“NextGen”)exotics retailer, AutoSport USA, Inc., which did business under the Company owns and operates through its wholly-owned subsidiary NextGen Pro, LLC (“NextGen Pro”). The NextGen platform provides vehicle appraisal, inventory management, customer relationship management and lead management, equity mining, and other key services necessaryname Got Speed. Amounts related to drivethis segment are reported as discontinued operations for all periods reported in these consolidated financial statements.
Reclassifications
Certain prior year amounts have been reclassified to conform to the online marketplace. For additional information, see Note 2— “Acquisitions.”
Serving both consumers and dealers, through our online marketplace platform, we make cash offers for the purchase of pre-owned vehicles. In addition, we offer a large inventory of pre-owned vehicles for sale along with third-party financing and associated products. Our operations are designed to be scalable by working through an infrastructure and capital light model that is achievable by virtue of a synergistic relationship with regional partners. We utilize regional partners in the acquisition of pre-owned vehicles as well as to provide inspection, reconditioning and distribution services. Correspondingly, we earn fees and transaction income, and regional partners will earn incremental revenue and enhance profitability through increased sales, leads, and fees from inspection, reconditioning and distribution programs.
Year end
In October 2016, the Company changed its fiscal year-end from November 30 to December 31.
current year’s presentation.
Use of Estimates
The preparation of financial statements in conformity with GAAP requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities, revenue and expenses, and related disclosuresdisclosure of contingent assets and liabilities, inat the date of the consolidated financial statements, as well as the reported amounts of revenues and accompanying notes.expenses during the reporting period. Estimates are used for butitems such as long-lived assets, franchise rights and goodwill; fair values of acquired assets and liabilities under the acquisition method of accounting; inventory valuation; property depreciable lives; tax provisions; realization of deferred tax assets; expected credit losses; loss contingencies; lease classification; present value of right-of-use assets and lease liabilities; and the valuation of stock-based compensation and warrants. These estimates are based on management’s best knowledge of current events, historical experience, actions that the Company may undertake in the future and on various other assumptions that are believed to be reasonable under the circumstances. As additional information becomes available, or actual amounts are determinable, the recorded estimates are revised. Consequently, operating results can be affected by revisions to prior accounting estimates.
F-11





Business Combinations
We evaluate whether transactions should be accounted for as acquisitions of assets or as business combinations using a screen to determine when a set of assets is not limiteda business. The screen requires that when substantially all of the fair value of the gross assets acquired (or disposed of) is concentrated in a single identifiable asset or group of similarly identifiable assets, the set is not a business.
We account for business combinations under the acquisition method of accounting. Total consideration transferred for acquisitions is allocated to inventory valuation, depreciable lives, carryingthe tangible and identifiable intangible assets acquired and liabilities assumed, if any, based on their fair values at the dates of acquisition. This purchase price allocation process requires management to make significant estimates and assumptions with respect to intangible assets and other fair value adjustments with respect to certain assets acquired and liabilities assumed. The fair value of intangible assets sales returns, receivables valuation, restructuring-relatedis based on detailed valuations that use information and assumptions determined by management (Level 3 fair value measurements). Any excess of purchase price over the fair value of the net tangible and identified intangible assets acquired is allocated to goodwill. While we use our best estimates and assumptions to value assets acquired and liabilities taxes,assumed at the acquisition date as well as any contingent consideration, where applicable, our estimates are inherently uncertain and contingencies. Actual results could differ materiallysubject to refinement. As a result, during the measurement period, which may be up to one year from those estimates.the acquisition date, we record adjustments to the assets acquired and liabilities assumed with the corresponding offset to goodwill. Upon conclusion of the measurement period or final determination of the values of assets acquired or liabilities assumed, whichever comes first, any subsequent adjustments are recorded to our consolidated statements of operations.

Earnings (Loss) Per ShareWe use the income approach to determine the fair value of certain identifiable intangible assets including franchise rights. This approach determines fair value by estimating after-tax cash flows attributable to these assets over their respective useful lives and then discounting these after-tax cash flows back to a present value. We base our assumptions on estimates of future cash flows, expected growth rates, etc. We base the discount rates used to arrive at a present value as of the date of acquisition on the time value of money and certain industry-specific risk factors. We believe the estimated purchased franchise rights and non-compete intangible asset amounts so determined represent the fair value at the date of acquisition and do not exceed the amount a third party would pay for the assets.
On February 18, 2022, the Company completed its acquisition of the Freedom Entities (the “Freedom Transaction”). The Company followsfinalized its accounting for consideration transferred, assets acquired, and liabilities assumed in the FASBfirst quarter of 2023; all adjustments were recorded within the measurement period.
We adopted Accounting Standards Update (“ASU”) 2021-08, Business Combinations (Topic 805): Accounting for Contract Assets and Contract Liabilities from Contracts with Customers, on January 1, 2023. ASU 2021-08 requires contract assets and contract liabilities acquired in a business combination to be recognized and measured by the acquirer on the acquisition date in accordance with Accounting Standards Codification (“ASC”) Topic 260-Earnings per share606 instead of being recorded at fair value. The adoption of this standard did not have a material impact on the Company’s financial statements.
Cash and Cash Equivalents
The Company considers all cash accounts and all highly liquid short-term investments purchased with an original maturity of three months or less to be cash. As of December 31, 2023, and 2022, the Company did not have any investments with maturities less than three months. At times, the Company has cash balances in domestic bank accounts that exceed Federal Deposit Insurance Corporation limits. The Company has not experienced any losses related to these accounts.
Restricted Cash
Amounts included in restricted cash primarily represent the deposits required under the Company's short-term revolving facilities (i.e., floorplan lines and the RumbleOn Finance line of credit before it was repaid in January 2024).
Accounts Receivable, Net
Effective January 1, 2023, we adopted Accounting Standards Update (“ASU”) 2016-13, Financial Instruments — Credit Losses (Topic 326): Measurement of Credit Losses on Financial Instruments (“ASU 2016-13”). Basic earnings per common share (“EPS”) calculations are determined by dividing net income (loss) byWhile the weighted average numberprior accounting rules used a model of sharesincurred losses to estimate credit losses on certain types of common stock outstanding during the year. Diluted earnings (loss) per common share calculations are determined by dividing net income (loss) by the weighted average number of common shares and dilutive common share equivalents outstanding. During periods when common stock equivalents, if any, are anti-dilutive they are not consideredfinancial instruments, including trade accounts receivable, Topic 326 requires entities to use a forward-looking approach based on expected losses, which may result in the computation.
earlier recognition of allowances for losses. We applied the new credit loss mode on a prospective basis. The adoption of Topic 326 did not have a material impact on the Company’s financial statements.
F-12


F-7


Revenue Recognition
Revenue is derivedan allowance for doubtful accounts, includes certain amounts due from two primary sources: (1)third-party finance providers and customers, as well as other miscellaneous receivables. Accounts receivable initially are recorded at the Company’s online marketplace,transaction amount. Each reporting period, we evaluate the collectability of the receivables and record an allowance for doubtful accounts for our estimated losses on balances that may not be collected in full, which is our largest source of revenue and includes: (i)reduces the sale of pre-owned vehicles through consumer and dealer sales channels; (ii) vehicle financing; (iii) vehicle service contracts; and (iv) retail merchandise sales and (2) subscription and other fees relatingaccounts receivable balance. Additions to the RumbleOn software solution, which includes: (i)allowance result from a vehicle appraisal process; (ii) inventory management system; (iii) customer relationshipprovision for bad debt expense that is recorded to selling, general and lead management program; (iv) equity mining (v) implementation;administrative expenses. Accounts receivable are written off and (vi) training.
The Company recognizes revenue when all of the following conditions are satisfied: (i) there is persuasive evidence of an arrangement; (ii) the product or service has been provided to the customer; (iii) the amount to be paid by the customer is fixed or determinable; and (iv) the collection of the Company’s payment is probable.
Pre-owned Vehicle Sales
The Company sells pre-owned vehicles to consumers and dealers primarily through our website or regional auctions. The source of these vehicles is primarily from the Company’s cash offer to buy program and customers who trade-in their existing vehicles when making a pre-owned vehicle purchase. Revenue from pre-owned vehicle sales is recognized when the vehicle is delivered, a sales contract is signed, and the purchase price has either been received or collectability has been established, net of a reserve for returns. We allow the customer to return the vehicles we sell with a 3-day, money-back guarantee. Pre-owned vehicle sales revenue is recognized net of a reserve for returns, which is based on historical experience and trends.
Retail Merchandise Sales
The Company sells branded and other merchandise and accessories at events and recognizes sales revenue, net of sales taxes at the time it sells the merchandise or in the case of online sales when the merchandise is delivered to the customer and payment has been received.
Vehicle Financing
Consumers can pay for their vehicle using cash or the Company offers a range of finance options through unrelated third-parties such as banks or credit unions. These third-party providers generally pay the Company a fee either in a flat amount or in an amount equal to the difference between the interest rates charged to customers over the predetermined interest rates set by the financial institution. The Company may be charged back for commissions in the event a contract is prepaid, defaulted upon, or terminated. Revenue for these finance fees are recognized upon delivery of the vehicle to the customer, when the sales contract is signed, and the financing has been arranged.
Vehicle Service Contracts
At the time of vehicle sale, the Company provides customers, on behalf of unrelated third parties who are the primary obligors, a range of other related products and services, including extended protection plan products and vehicle appearance protection. Extended protection plan products include extended service plans that are designed to cover unexpected expenses associated with mechanical breakdowns and guaranteed asset protection, which is intended to cover the unpaid balance on a vehicle loan in the event of a total loss of the vehicle or unrecovered theft. Vehicle appearance protection includes products aimed at maintaining vehicle appearance. The Company receives commissions from the sale of these product and service contracts and has no contractual liability to customers for claims under these products. The extended protection plan and vehicle appearance protection currently offered to consumers provide coverage up to 60 months (subject to mileage limitations), while guaranteed asset protection covers the customer for the term of their finance contract. 
Commission revenue on vehicle sales contracts is recognized at the time of sale, net of a reserve for estimated contract cancellations. The reserve for cancellations is estimated based upon historical industry experience and recent trends and is reflected as a reduction of Other sales revenue in the accompanying Consolidated Statements of Operations and a component of Accounts payable and accrued liabilities in the accompanying Consolidated Balance Sheets. Our risk related to contract cancellations is limited to the commission revenue thatallowance if and when we receive. determine the receivable will not be collected.
Subscription Fees
Subscription fees are generated from dealer partners, under a license arrangement that provides access to our software solutionWe determine the amount of bad debt expense each reporting period and ongoing support. Unless waived by the Company dealers pay a monthly subscription fee for access to and ongoing support for portionsresulting adequacy of the RumbleOn software solution which includes: (i) a vehicle appraisal process; (ii) inventory management system; (iii) customer relationship and lead management program; and (iv) equity mining. Dealers may also be charged an initial software installation and training fee. Dealers do not have the contractual right to take possession of the software and may cancel the license for these products and services by providing a 30-day notice. Installation and training do not have value to the user without the license and ongoing support and maintenance. Revenue for installation and training is recognized when complete, acceptance has occurred, and collectability of a determinable amount is probable. Because a dealer has the right to cancel the license with 30 days’ notice revenue recognition of monthly subscription fees commences upon completion of installation, acceptance has occurred, and collectability of a determinable amount is probable.
Purchase Accounting for Business Combinations
The Company accounts for acquisitions by allocating the fair value of the consideration transferred to the fair value of the assets acquired and liabilities assumed on the date of the acquisition and any remaining difference is recorded as goodwill. Adjustments may be made to the preliminary purchase price allocation when facts and circumstances that existed on the date of the acquisition surface during the allocation period subsequent to the preliminary purchase price allocation, not to exceed one year from the date of acquisition. Contingent consideration is recorded at fair value based on the facts and circumstances on the date of the acquisition and any subsequent changes in the fair value are recorded through earnings each reporting period.
Goodwill
Goodwill is not amortized but rather tested for impairment at least annually. The Company tests goodwill for impairment annually during the fourth quarter of each year. Goodwill will also be tested for impairment between annual tests if an event occurs or circumstances change that would more likely than not reduce the fair value of the reporting unit below its carrying amount. Impairment testing for goodwill is done at the reporting unit level. A reporting unit is an operating segment or one level below an operating segment (also known as a component). A component of an operating segment is a reporting unit if the component constitutes a business for which discrete financial information is available, and management regularly reviews the operating results of that component. The Company has concluded that currently it has one reporting unit. Goodwill is being amortized for income tax purposes over a 15-year period.
We performed our test for impairmentallowance at the end of the fourth quarter of 2017each reporting period by using a two-step quantitative process. Under the first step, the fair value of the reporting unit is compared with its carrying value (including goodwill). If the fair value of the reporting unit is less than its carrying value, an indication of goodwill impairment exists for the reporting unit and step two of the impairment test (measurement) must be performed. Step two of the impairment test, if necessary, requires the estimation of the fair value for the assets and liabilities of a reporting unit in order to calculate the implied fair value of the reporting unit’s goodwill. Under step two, an impairment loss is recognized to the extent the carrying amount of the reporting unit’s goodwill exceeds the implied fair value of goodwill. The fair value of the reporting unit is determined by management and includes the use of significant estimates and assumptions. Fair value can be determined by utilizing a combination of valuation methods, including EBITDAhistorical loss experience and revenue multiples (market approach)forward-looking information. Beginning with the adoption of Topic 326, our allowance for doubtful accounts is based on our estimated expected losses, and the present valueunderlying evaluations include analysis of discounted cash flows (income approach). Management utilizedoverall credit quality, age of outstanding balances, past collection experience, current information, specific account analysis, and forward-looking information, including economic conditions, to project the income approach, specifically the discounted cash flow technique as a means for estimating fair value. This discounted cash flow analysis requires various assumptions including those about future cash flows, transactional and customer growth rates and discount rates. Expected cash flows will be based on historical customer growth and the growth in transactions, including attrition, future strategic initiatives and continued long-term growthultimate collectability of the business. outstanding balances. Ultimately, actual results could differ from these assumptions.
The discount rates used foradoption of the analysis will reflectnew accounting standard did not have a weighted average cost of capital based on industry and capital structure adjusted for equity risk and size risk premiums. These estimates can be affected by factors such as customer and transaction growth, pricing, and economic conditions that can be difficult to predict. There was no impairment of Goodwill as of December 31, 2017. In January 2017, the FASB issued new guidance, ASU No. 2017-4, Intangibles–Goodwill and Other (Topic 350): Simplifying the test for Goodwill Impairment. This guidance simplifies subsequent goodwill measurement by eliminating Step two from the goodwill impairment test. The Company will adopt this guidance for periods after January 1, 2018. For additional information, see Note 1 “Recent Pronouncements.”
Other Assets
Included in “Other assets”material impact on the Company’s 2023 Consolidated Balance SheetsFinancial Statements.
Inventory
Inventory is stated at the lower of cost or net realizable value. The cost of inventory consists of the amount paid to acquire the inventory, net of any vendor consideration and purchase discounts, the cost of equipment added, reconditioning costs, and transportation costs relating to acquiring the inventory for sale. Powersports vehicles are amounts relatedaccounted for on a specific identification basis, whereas parts and accessories are accounted for on an average cost basis. We utilize our historical experience, the aging of the inventories, and our consideration of current market trends as the basis for determining the lower of cost or net realizable value.
Loans Receivable Held for Sale
On December 29, 2023, the Company executed a Purchase Agreement and completed the sale of our consumer loans portfolio underwritten by RumbleOn Finance (“ROF”). Net cash proceeds to acquired internet domain names which arethe Company received on January 2, 2024 from the sale were approximately $3.0 million after the satisfaction of secured indebtedness, expenses, commissions, and fees.
Prior to its sale, the ROF loan portfolio was reported as held for sale at December 31, 2022 and recorded at the lower of amortized cost or fair value, as determined by management’s estimates. During 2022, management wrote off $1.4 million of finance receivables considered to be an indefinite lived intangible assets. Indefinite lived intangible assets are tested for impairment, at a minimum, on an annual basis using an income approach or sooner whenever events or changes in circumstances indicate that an asset may be impaired. There was no impairment of indefinite lived assets as of December 31, 2017.
Long-Lived Assets
uncollectible.
Property and Equipment, Net
We present property and equipment are reviewed for impairment when eventsat cost less accumulated depreciation and amortization. We capitalize leasehold improvements on properties held under operating leases and amortize those costs over the lesser of their estimated useful lives or changes in circumstances indicate that the carrying amount of an asset or asset group may not be recoverable. Recoverabilityapplicable lease term. We record amortization of assets to be heldrecorded under finance leases as depreciation expense. We expense maintenance and used are measured by a comparison of the carrying amount of an asset to the future net cash flows expected to be generated by the asset. If such assets or asset groups are considered to be impaired, the impairment to be recognized will be measured by the amount by which the carrying amount of the assets or asset groups exceeds the related fair values. The Company also performs a periodic assessment ofrepair costs when incurred and capitalize and depreciate expenditures for major renewals and betterments that extend the useful lives assigned toof our existing assets. Depreciation and amortization expense is calculated using the long-lived assets.straight-line method over the shorter of the asset’s estimated useful life or the lease term, if applicable.
CategoryEstimated Useful Life (in Years)
Buildings25
Leasehold Improvements15
Furniture, fixtures and equipment3 to 15
Technology development3 to 5
Vehicles5
Technology Development Costs
Technology development costs are accounted for pursuant to ASC 350, Intangibles — Goodwill and Other.Technology development costs include internally developed software and website applications that are used by the Company for its own internal use and to provide services to its customers, which include consumers, dealer partners and
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ancillary service providers. Under the terms of these customer arrangements the Company retains the revenue generating technology and hosts the applications on its servers and mobile applications. The customer does not have a contractual right to take possession of the software during the term of the arrangement and are not permitted to run the software itself or contract with another party unrelated to the entity to host the software. Technology development costs consist principally of (i) development activities including payroll and related expenses billed by a third-party contractor involved in application, content, production, maintenance, operation, and platform development for new and existing products and services, (ii) technology infrastructure expenses, and (iii) costs of Company employees devoted to the development and maintenance of software products. Technology and content costs for design, maintenance and post-implementation stages of internal-use software and general website development are expensed as incurred. For costs incurred to develop new website functionality as well as new software products and significant upgrades to existing internally used platforms or modules, capitalization begins during the application development stage and ends when the software is available for general use. Capitalized technology development is amortized on a straight-line basis over periods ranging from 3 to 7 years. The Company will performperforms a periodic assessment of the useful lives assigned to capitalized software applications. Additionally,
Impairment of Long-Lived Assets
We evaluate our long-lived assets for impairment at the asset group level and the reasonableness of the estimated useful lives whenever events or changes in circumstances indicate that the carrying amount of an asset may not be recoverable or that a change in useful life may be appropriate. Recoverability of assets is measured by comparing the carrying amount of an asset group to future undiscounted net cash flows expected to be generated by the asset. Such evaluations for impairment are significantly impacted by estimates of future prices for our products, capital needs, economic trends and other factors. If we consider such assets to be impaired, the impairment we recognize is measured by the amount by which the carrying amount of the assets exceeds their fair value.
Goodwill and Intangible Assets
Goodwill represents the excess of the consideration transferred over the fair value of the identifiable assets acquired and liabilities assumed in business combinations. Goodwill is assigned to the reporting unit that it will benefit. Intangible assets are recognized and recorded at their acquisition date fair values. Indefinite-lived intangible assets consist primarily of franchise rights, and definite-lived intangible assets consist primarily of non-compete agreements, which are amortized on a straight-line basis over the relevant contractual terms. Goodwill and intangible assets are tested for impairment annually as of October 1, or whenever events or changes in circumstances indicate that an impairment may exist. We have two reportable segments and reporting units for segment reporting and goodwill testing: (1) powersports and (2) vehicle transportation services.
The sequencing of the impairment analysis requires management to first assess franchise rights, representing indefinite-lived intangible assets, for impairment prior to evaluating goodwill for impairment. For its franchise rights, the Company from time-to-time may abandon additional development activities relatingfirst assesses qualitative factors to specific software projectsdetermine whether events and circumstances indicate that it is more likely than not that the indefinite-lived intangible asset is impaired. If it is more likely than not that the asset is impaired, or applicationsif we elect to bypass the qualitative assessment, the Company computes the fair value of the franchise rights and records an impairment charge accumulated costsif the carrying amount exceeds fair value. The Company uses an excess earnings method to technology development expensedetermine the fair value of its franchise rights, which incorporates estimates and forward-looking projections such as future revenue growth rates, corresponding gross margin, return on debt-free net working capital, contributory asset returns, and the discount rate. Franchise rights are recorded in the powersports reporting unit.
Following the franchise rights impairment assessment, management next assesses goodwill for potential impairment at the reporting unit level. The Company first assesses qualitative factors to determine if it is more likely than not that the fair value of a reporting unit is less than its carrying amount. These qualitative factors include, but are not limited to, current macroeconomic conditions such as inflation, economic growth and interest rate movements, industry and market considerations, stock price performance (including performance relative to peers) and financial performance of the Company’s reporting units However, if based on the qualitative assessment we conclude that it is more likely than not that the fair value of the reporting unit is less than its carrying amount, or if we elect to bypass the optional qualitative assessment as provided for under GAAP, we proceed with performing the quantitative impairment test.
Fair value estimates used in the quantitative goodwill impairment test are calculated using a combination of the income and market approaches. The income approach is based on the present value of future cash flows of each reporting unit, while the market approach is based on certain multiples of selected guideline public companies or selected guideline transactions. The approaches incorporate a number of market participant assumptions including future revenue growth rates, corresponding gross margins, the discount rate, income tax rates, implied control premium, and market activity in assessing fair value and are reporting unit specific. If the carrying amount exceeds the reporting unit's fair value, we recognize an impairment charge for the amount by which the carrying amount exceeds the reporting unit's fair value. We recognize any impairment loss in operating income.
The fair value measurement associated with the quantitative goodwill and indefinite lived intangible assets test is based on significant inputs that are not observable in the market and are thus considered Level 3 inputs. Significant changes in the underlying assumptions used to value goodwill and franchise rights could significantly increase or decrease the fair value estimates used for impairment assessments.
See Note 7.
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Leases
We determine if an arrangement is a lease at inception and whether such lease is an operating or finance lease. We are the lessee in a lease contract when we obtain the right to control an asset. We lease certain land, retail locations, fulfillment centers, office space, and equipment. In determining whether we control an asset, we evaluate if the asset is explicitly or implicitly identified or distinct, if the Company will receive substantially all of the economic benefit or if the lessor has an economic benefit and the ability to substitute the asset. Right-of-use (“ROU”) assets represent the Company's right to use an underlying asset for the lease term and lease liabilities represent the Company's obligation to make lease payments arising from the lease.
Operating lease liabilities are recognized at commencement date based on the present value of the lease payments over the lease term. We do not separate lease and non-lease components; rather, non-lease components are accounted for as part of the related lease component for classification, recognition and measurement purposes. For each lease agreement, we determine the lease term as the non-cancellable period such determinationof the lease and include options to extend or terminate the lease when we are reasonably certain that we will exercise that option. Our lease agreements do not contain any material residual value guarantees or material restrictive covenants. To calculate the present value, we use the implicit rate in the lease when readily determinable. The incremental borrowing rate is made.based on collateralized borrowings of similar assets with terms that approximate the lease term when available, and when collateralized rates are not available, we use uncollateralized rates with similar terms adjusted for the fact that it is an unsecured rate.
The operating lease ROU asset is the initial lease liability adjusted for any prepayments, initial indirect costs incurred by the Company, and lease incentives. The Company's operating leases are reported in ROU assets, the current portion lease liabilities, and operating lease liabilities in our consolidated balance sheets. Finance leases are included in property and equipment and financing lease liabilities on our consolidated balance sheets.
Vehicle InventoryOperating lease expense is recognized on a straight-line basis over the lease term.
Vehicle inventoryThe Company is also party to a master unitary lease in connection with the sale of eight properties in September 2023 that did not meet the criteria for sale accounting. This transaction is accounted for pursuantas a financing obligation in accordance with ASC 842, Leases. See Notes 9 and 10.
Other Assets
Other assets consist of various items, including long-term finance receivables, debt issuance costs associated with lines of credit, lease deposits, and other long-term assets.
Debt Issuance Costs
Debt issuance costs are capitalized and amortized as interest expense over the term of the related debt or credit line. Debt issuance costs for credit lines are recorded as Other assets, while those associated with other types of borrowings are presented as a deduction from the carrying amount of the related debt liability, consistent with the presentation of debt discounts.
Other Current Liabilities
Other current liabilities consist of various items payable within one year, including, among other items, accruals for capital expenditures, operating leases, sales tax, compensation and benefits, vehicle licenses and fees, interest on debt, and advertising expenses.
Change in Reference Rate Used in Debt
Our senior secured debt and most of our floorplan arrangements transitioned from LIBOR to the use of the Secured Overnight Financing Rate (“SOFR”) as an alternative benchmark rate effective July 1, 2023 under the Oaktree Credit Agreement, as amended. In conjunction with this change, the Company adopted ASU 2020-04, Reference Rate Reform (Topic 848), and ASU 2022-06 that were intended to temporarily ease the potential burden in accounting for reference rate reform. The standards provided optional expedients and exceptions for applying GAAP to existing contracts, hedging relationships, and other transactions affected by reference rate reform. The adoption of this standard did not have a material impact on the Company's Condensed Consolidated Financial Statements.
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Embedded Conversion Features
The Company evaluates embedded conversion features, including cash conversion features, within convertible debt to determine whether the embedded conversion feature(s) should be bifurcated from the host instrument and accounted for as a derivative at fair value with changes in fair value recorded in earnings. If the conversion feature does not require derivative treatment, the instrument is evaluated under ASC 330, Inventory 470-20, Debt with Conversion and consistsOther Options (“ASC 470-20”). Under ASC 470-20, an entity must separately account for the liability and equity components of the convertible debt instruments that may be settled entirely or partially in cash upon conversion in a manner that reflects the issuer's economic interest cost. The Company includes the equity component of its convertible debt within additional paid-in capital on the consolidated balance sheets, and the value of the equity component is treated as original issue discount for purposes of accounting for the debt component of the notes. As a result, the Company records non-cash interest expense as a result of the amortization of the discounted carrying value of the convertible debt to its face amount over the term of the convertible debt.
Revenue Recognition
We derive substantially all of our revenue from the sale of powersports vehicles, finance and insurance products for vehicles sold, parts, service, accessories and apparel, and transportation brokerage services. Revenue from the sale of these products and services is recognized when control passes to the customer, which generally occurs at the point in time when the products are delivered. Revenue is measured as the amount of consideration we expect to receive in exchange for transferring the related goods. Sales taxes we collect concurrently with revenue-producing activities are excluded from revenue. Our revenue is reported by major line of product sold on our consolidated statements of operations. We believe this categorization best depicts how the nature, amount, timing and uncertainty of our revenue and cash flows are affected by economic factors. See Note 3 for a disaggregation of powersports vehicles sold.
Cost of Revenue
Cost of powersports vehicle sales includes the cost to acquire vehicles and recondition a pre-owned vehicle.the reconditioning and transportation costs associated with preparing the vehicles for resale. Reconditioning costs are billed by third-party providers and includesinclude parts, labor, overhead costs, and other vehicle repair expenses directly attributable to a specific vehicle.vehicles. Transportation costs are expensed as incurred. Pre-owned inventory is stated at the lowerconsist of cost or net realizable value. Pre-owned vehicle inventory cost is determined by specific identification. Net realizable value is the estimated selling price less costs incurred to complete, dispose and transport the vehicles. Selling prices are derivedvehicles from historical data and trends, such as sales price and inventory turn timesthe point of similar vehicles, as well as independent market resources. Each reporting period, the Company recognizesacquisition. Cost of revenue also includes any necessary adjustments to reflect pre-owned vehicle inventory at the lower of cost or net realizable value through Costvalue.
Selling, General and Administrative Expenses
Selling, general and administrative (“SG&A”) expenses include costs and expenses for compensation and benefits, advertising to consumers and dealers, developing and operating our product procurement and distribution system, leasing and operating our facilities, transportation costs associated with selling vehicles, establishing our dealer partner arrangements, and other corporate overhead expenses, including expenses associated with technology development, legal, accounting, finance, and business development. Legal costs are expensed as incurred. See Note 12 for a summary of revenueour SG&A expenses incurred in the past two years.
Advertising and Marketing Expenses
Advertising and marketing costs are expensed as incurred and are included in SG&A expenses in the accompanying Consolidated Statements of Operations. See Note 12 for the amount of advertising and marketing costs incurred in the past two years.
Stock-Based Compensation
Valuation Allowance for Accounts Receivable
Stock-based compensation represents the cost related to stock-based awards granted to employees and non-employee directors. The Company estimatesmeasures stock-based compensation cost at the allowance for doubtful accounts for accounts receivable by considering a number of factors, including overall credit quality, age of outstanding balances, historical write-off experience and specific account analysis that projectsgrant date, based on the ultimate collectabilityestimated fair value of the outstanding balances. Ultimately, actual results could differ from these assumptions.
Cashaward, and Cash Equivalents
The Company considers all cash accounts and all highly liquid short-term investments purchased with an original maturity of three months or less to be cash or cash equivalents. As of December 31, 2017 and 2016,recognizes the Company did not have any investments with maturities greater than three months.
Property and Equipment, Net
Property and equipment is stated at cost less accumulated depreciation and amortization and consists of capitalized technology development costs, furniture and equipment. Depreciation and amortization is recorded on a straight-line basis, over the estimated useful lifegrantee’s requisite service period, which is generally the vesting period of the assets. Costsaward. Forfeitures are recognized as they occur. To estimate the fair value of significant additions, renewalsstock options awarded, we use the Black-Scholes option valuation model for those that vest over time and betterments,a Monte Carlo simulation model for those that vest based on market conditions. Key assumptions used in estimating the fair value of options are capitalizeddividend yield, expected volatility, risk-free interest rate and depreciated. Maintenanceexpected term.
We record deferred tax assets for awards that result in deductions on our income tax returns, based on the amount of compensation expense recognized and repairs are charged to expense when incurred.
the statutory tax rate in the jurisdiction in which we will receive a deduction. Differences between the deferred tax assets recognized for financial reporting purposes and the actual tax deduction reported on
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F-10


the income tax return are recorded in income tax expense. See Note 11 for additional information on stock-based compensation.
PPP Loans
TableIn 2020, the Company and certain of Contentsits wholly owned subsidiaries entered into loan agreements and related promissory notes to receive U.S. Small Business Administration (“SBA”) Loans pursuant to the Paycheck Protection Program (the “PPP”) established under the Coronavirus Aid, Relief and Economic Security Act. The remaining balance of PPP loans was forgiven by the SBA during 2022 and is reflected as “forgiveness of PPP loan” on the Consolidated Statement of Operations.
Defined Contribution Plan
The Company sponsors the RumbleOn, Inc. 401(k) Plan and RumbleOn 401(k) Plan (the “Retirement Savings Plans”), for eligible employees. Employees electing to participate in the Retirement Savings Plans may contribute up to 75% of their annual eligible compensation. The Company provides matching contributions for employee contributions on a discretionary basis. No such contributions were made in 2023. In 2022, employer contributions to the plan, net of forfeitures, were $0.2 million and were included in SG&A expenses.
Fair Value of Financial Instruments
Fair value estimates discussed herein are based upon certainis defined as the amount that would be received to sell an asset or paid to transfer a liability in an orderly transaction between market assumptions and pertinent information available to managementparticipants as of December 31, 2017 and December 31, 2016. The respective carrying value of certain on-balance-sheet financial instruments approximated their fair values. These financial instruments include cash, prepaid expenses and accounts payable. Fair values were assumed to approximate carrying values for cash and payables because they are short term in nature and their carrying amounts approximate fair values or they are payable on demand.
ASC Topic 820-10-30-2-Fair Value Measurementthe measurement date. Accounting guidance also establishes a fair value hierarchy for inputs used in measuring fair value that maximizes the use of observable inputs and minimizes the use of unobservable inputs by requiring that the most observable inputs be used when available. Observable inputs are from sources independent of the Company, whereas unobservable inputs reflect the Company’s assumptions about the inputsthat market participants would use in pricingvaluing the asset or liability and are developed based on market data obtained from independent sources. Unobservable inputs are inputs that reflect our assumptions about the bestfactors market participants would use in valuing the asset or liability. Fair value estimates are based upon certain market assumptions and pertinent information available into management as the circumstances. estimates are made.
The fair value hierarchy is categorized into three levels based on the inputs as follows:
Level 1: The preferred inputs to valuation efforts are “quotedUnadjusted quoted prices in active markets for identical assets or liabilities,” with the caveat that the reporting entity must have access to that market. Information at this level is based on direct observations of transactions involving the same assets and liabilities, not assumptions, and thus offers superior reliability. However, relatively few items, especially physical assets, actually trade in active markets.
liabilities.
Level 2: FASB acknowledged that active markets for identical assets and liabilities are relatively uncommon and, even when they do exist, they may be too thin to provide reliable information. Inputs other than quoted market prices included in Level 1 that are observable, for the asset or liability, either directly or indirectly, such as quoted prices for similar assets or liabilities; quoted prices in markets that are Level 2 inputs.
not active; or model-derived valuations or other inputs that are observable or can be corroborated by observable market data for substantially the full term of the assets or liabilities.
Level 3: IfUnobservable inputs from levels 1 and 2that are not available, FASB acknowledges that fair value measures of many assets and liabilities are less precise. The board describes Level 3 inputs as “unobservable,” and limits their usesupported by saying they “shall be used to measure fair value to the extent that observable inputs are not available.” This category allows “for situations in which there is little if any,or no market activity for the asset or liability at the measurement date”. Earlier in the standard, FASB explains that “observable inputs”and are gathered from sources other than the reporting company and that they are expectedsignificant to reflect assumptions made by market participants.
Beneficial Conversion Feature
From time to time, the Company has issued convertible notes that have conversion prices that create an embedded beneficial conversion feature pursuant to the guidelines established by the ASC Topic 470-20, Debt with Conversion and Other Options. The Beneficial Conversion Feature (“BCF”) of a convertible security is normally characterized as the convertible portion or feature of certain securities that provide a rate of conversion that is below market value or in-the-money when issued. The Company records a BCF related to the issuance of a convertible security when issued and also records the estimated fair value of any conversion feature issued with those securities. Beneficial conversion features that are contingent upon the occurrence of a future event are recorded when the contingency is resolved.
The BCF of a convertible note is measured by allocating a portion of the note’s proceeds to the conversion feature, if applicable, and as a reduction of the carrying amount of the convertible note equal to the intrinsic value of the conversion feature, both of which are credited to additional paid-in-capital. The debt discount is amortized to interest expense over the life of the note using the effective interest method. The Company calculates the fair value of the conversion feature embeddedassets or liabilities. and reflect management’s estimates of assumptions that market participants would use in any convertible securitypricing the asset or liability.
We believe the respective carrying value of certain of our financial instruments, such as cash, prepaid expenses and accounts payable and accounts receivable, approximates their fair value because they are short term in nature or they are payable on demand. The fair value of assets and liabilities whose carrying value approximates fair value is determined using either a) the Black Scholes valuation model, or b) a discount cash flow analysis tested for sensitivity to key Level 3 inputs, using Monte Carlo simulation.with the exception of cash and restricted cash, which are Level 1 inputs.
See Notes 9, 11, and 16 for various fair value disclosures.
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Common Stock Warrants
The Company accounts for common stock warrants in accordance with applicable accounting guidance provided in Accounting Standards Codification (ASC) 815, Derivatives and Hedging – Contracts in Entity’s Own Equity, as either derivative liabilities or as equity instruments depending on the specific terms of the warrant agreement. Any warrants that (i) require physical settlement or net-share settlement or (ii) provide the Company with a choice of net-cash settlement or settlement in its own shares (physical settlement or net-share settlement) provided that such warrants are indexed to the Company’sCompany's own stock isare classified as equity. The Company classifies as assets or liabilities any warrants that (i) require net-cash settlement (including a requirement to net cash settle the contract if an event occurs and if that event is outside the Company’sCompany's control), (ii) gives the counterparty a choice of net-cash settlement or settlement in shares (physical settlement or net-share settlement) or (iii) that contain reset provisions that do not qualify for the equity classification scope exception. The Company assesses classification of its common stock warrants at each reporting date to determine whether a change in classification between assets and liabilities is required. The Company’s freestanding derivatives consisting of 218,250Company's warrants to purchase common stock that were issued to underwriters in connection with the October 23, 2017 public offering of Class B common stock satisfiedfor financing costs satisfy the criteria for classification as equity instruments as these warrants do not contain cash settlement features or variable settlement provision that cause them to not be indexed to the Company’sCompany's own stock.
Cost of Revenue
Cost of vehicle sales includes the cost to acquire vehicles and the reconditioning and transportation costs associated with preparing the vehicles for resale. Vehicle acquisition costs are driven by the mix of vehicles the Company acquires, the source of those vehicles, and supply and demand dynamics in the vehicle market. Reconditioning costs are billed by third-party providers and include parts, labor, and other repair expenses directly attributable to specific vehicles. Transportation costs consist of costs incurred to transport the vehicles from the point of acquisition. Cost of sales also includes any necessary adjustments to reflect vehicle inventory at the lower of cost or net realizable value.
Cost of subscription and other fee revenue includes the (i) various data feeds from third parties; (ii) hosting of the customer facing website; (iii) commissions for new sales; and (iv) implementation and training of new and existing customers. These costs and expenses are charged to Cost of revenue as incurred.
Selling, General and Administrative Expenses
Selling, general and administrative expenses include costs and expenses for compensation and benefits, advertising to consumers and dealers, development and operating our product procurement and distribution system, managing our logistics system, transportation cost associated with selling vehicles, establishing our dealer partner arrangements, and other corporate overhead expenses, including expenses associated with technology development, legal, accounting, finance, and business development.
Advertising and Marketing Costs
Advertising and marketing costs are expensed as incurred and are included in Selling, general and administrative expenses in the accompanying Consolidated Statements of Operations. Advertising and marketing expenses was $1,731,028 for the year ended December 31, 2017. There were no advertising and marketing costs incurred for the year ended December 31, 2016.
Stock-Based Compensation
On June 30, 2017 the Company’s shareholders approved a Stock Incentive Plan (the “Plan”) under which restricted stock units (“RSUs”) and other equity awards may be granted to employees and non-employee members of the Board of Directors. Twelve percent (12%) of the Company’s issued and outstanding shares of Class B Common Stock from time to time are reserved for issuance under the Plan. The Company estimates the fair value of awards granted under the Plan on the date of grant. The fair value of an RSU is based on the average of the high and low market prices of the Company’s Class B Common Stock on the date of grant and is recognized as an expense on a straight-line basis over its vesting period; to date, substantially all the RSUs issued vest over a three-year period utilizing the following vesting schedule: (i) 20% on the first anniversary of the grant date; (ii) 30% on the second anniversary of the grant date; and (iii) 50% on the third anniversary of the grant date. During the year ended December 31, 2017 the Company granted 741,000 RSUs under the Plan to members of the Board of Directors, officers and employees. Compensation expense for the year ended December 31, 2017 was $503,023. and is included in selling, general and administrative expenses in the consolidated statements of operations. There was no stock-based compensation for the year ended December 31, 2016. At December 31, 2017 total unrecognized compensation cost related to RSUs was $2,258,718 and the weighted average period over which this cost is expected to be recognized is 2.5 years.
Income Taxes
The Company follows ASC Topic 740, Income Taxes (“ASC 740”), for recording the provision for income taxes. Deferred tax assets and liabilities are computed based upon the difference between the financial statement and income tax basis of assets and liabilities using the enacted marginal tax rate applicable when the related asset or liability is expected to be realized or settled. Deferred income tax expenses or benefits are based on the changes in the asset or liability each period. If based on the weighting of all available evidence suggests that it is more likely than not that some portion or all of the deferred tax assets will not be realized, a valuation allowance is required to reduce the deferred tax assets to the amount that is more likely than not to be realized. Future changes in such valuation allowance are included in the provision for deferred income taxes in the period of change. Deferred income taxes may arise from temporary differences resulting from income and expense items reported for financial accounting and tax purposes in different periods.
The Company applies a more-likely-than-not recognition threshold for all tax uncertainties. ASC Topic 740 only allows the recognition of those tax benefits that have a greater than fifty percent50% likelihood of being sustained upon examination by the taxing authorities. As of December 31, 2017,2023, the Company reviewed its tax positions and determined there were no outstanding, or retroactive tax positions with less than a fifty percent50% likelihood of being sustained upon examination by the taxing authorities, therefore this standard has not had a material effect on the Company.
authorities. The Company does not anticipate any significant changes to its total unrecognized tax benefitspositions within the next 12 months.
Earnings (Loss) Per Share
Recent Pronouncements
EffectiveBasic earnings (loss) per common share (“EPS”) calculations are determined by dividing net income (loss) by the weighted average number of shares of common stock outstanding during the period. Diluted earnings (loss) per common share calculations are determined by dividing net income (loss) by the weighted average number of common shares and dilutive common share equivalents outstanding. Anti-dilutive common stock equivalents, if any, are not considered in the Current Period.
The Company has adopted Accounting Standards Update 2015-11 Inventory (Topic 330), Simplifying the Measurement of Inventory,which requires inventorycomputation. Common share and dilutive common share equivalents include: (i) Class A common; (ii) Class B common; (iii) restricted stock units; (iv) stock options; (v) warrants to be stated at the lower of cost or net realizable value. Vehicle inventory cost is determined by specific identification. Net realizable value is the estimated selling price less costs to complete, disposeacquire Class B common stock; and transport the vehicles. Selling prices are derived from historical data and trends, such as sales price and inventory turn times of similar vehicles, as well as independent, market resources. Each reporting period the Company recognizes any necessary adjustments to reflect vehicle inventory at the lower of cost or net realizable value through Cost of revenue(vi) shares issuable in the accompanying Consolidated statements of operations.
Effective in Future Periods
In May 2014, the FASB issued an accounting pronouncement (FASB ASU 2014-09) related to revenue recognition. This ASU, alongconnection with subsequent ASUs issued to clarify certain provisions and the effective date of ASU 2014-09, provides a single, comprehensive revenue recognition model for all contracts with customers. The standard contains principles that an entity will apply to determine the measurement of revenue and the timing of when it is recognized. The entity will recognize revenue to reflect the transfer of goods or services to customers at an amount that the entity expects to be entitled to in exchange for those goods or services. This standard will become effective for fiscal years, and interim periods within those fiscal years, beginning after December 15, 2017. ASU 2014-09 may be adopted using either a full retrospective method, which requires a restatement of prior periods presented, or a modified retrospective method with the cumulative effect of applying the standard recognized at the date of adoption. We will adopt this standard for our fiscal year beginning January 1, 2018. While we continue to assess all potential impacts of this standard, we generally do not expect adoption of the standard to have a material impact on our consolidated financial statements. We primarily sell products and recognize revenue at the point of sale or delivery to customers, at which point the earnings process is deemed to be complete. Our performance obligations are clearly identifiable, and we do not anticipate significant changes to the assessment of such performance obligations or the timing of our revenue recognition upon adoption of the new standard. Our primary business processes are consistent with the principles contained in the ASU, and we do not expect significant changes to those processes, our internal controls or systems. We are still evaluatingconvertible debt. When considering the impact of the participating securities, diluted net loss per share is computed using the more dilutive of (a) the two-class method or (b) the treasury stock method. Dilution is determined at the income (loss) from continuing operations level. In periods of a loss from continuing operations, diluted loss from continuing operations per share is generally the same as basic loss from continuing operations per share, because dilutive shares are not assumed to have been issued if their effect is anti-dilutive. Components of EPS are calculated on a stand-alone basis.
Comprehensive Income
Comprehensive income represents all changes in equity of an entity during the reporting period, except those resulting from investments by, and distributions to, shareholders. For all years presented, no differences existed between our consolidated net loss and our consolidated comprehensive loss.
Concentrations of Risk
While we sell powersports vehicles from many different manufacturers, our top three manufacturers comprise the majority of our sales of new powersports vehicles. For 2023, original equipment manufacturers (“OEM”s) representing 10% or more of RumbleOn’s revenue from new powersports vehicle sales were as follows:
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Manufacturer (Powersports Vehicle Brands):% of Total
New Vehicle Revenue
Polaris29.3%
BRP25.6%
Harley-Davidson11.3%

Recent Accounting Pronouncements
Debt—Debt with Conversion and Other Options (Subtopic 470-20) and Derivatives and Hedging—Contracts in Entity’s Own Equity (Subtopic 815-40)
In August 2020, the Financial Accounting Standards Board (“FASB”) issued ASU 2020-06, Debt - Debt with Conversion and Other Options and Derivatives and Hedging - Contracts in Entity’s Own Equity, which simplifies the accounting for convertible debt instruments by reducing the number of accounting models and the number of embedded conversion features that could be recognized separately from the primary contract. This ASU requires a convertible debt instrument to be accounted for as a single liability measured at its amortized cost, as long as no other features require bifurcation and recognition as derivatives. This ASU requires an entity to use the if-converted method in the diluted earnings per share calculation for convertible instruments. This ASU will be effective for us in the first quarter of 2024, and permits the use of either the modified retrospective or fully retrospective method of transition. We will use the modified retrospective method for the adoption of this standard, onwhich is expected to result in a reversal of the $3.7 million unamortized debt discount associated with our financial statement disclosures.convertible debt and a corresponding net charge to equity that will be reflected as an adjustment to the January 1, 2024 opening balance sheet.
Segment Reporting (Topic 280): Improvements to Reportable Segment Disclosures
In February 2016,November 2023, the FASB issued ASU 2023-07, Segment Reporting (Topic 280): Improvements to Reportable Segment Disclosures, which requires a public entity to disclose significant segment expenses and other segment items on an accounting pronouncement (FASB ASU 2016-02) related to the accounting for leases. This pronouncement requires lessees to record most leases on their balance sheet while also disclosing key information about those lease arrangements. Under the new guidance, lease classification as either a finance lease or an operating lease will affect the patternannual and classification of expense recognitioninterim basis and provide in the income statement. The classification criteria to distinguish between finance and operating leases are generally consistent with the classification criteria to distinguish between capital and operating leases under existing lease accounting guidance. This pronouncement is effective for fiscal years, and for interim periods within those fiscal years, beginning after December 15, 2018. We expectall disclosures about a reportable segment’s profit or loss and assets that are currently required annually. Additionally, it requires a public entity to adoptdisclose the new standard for our fiscal year beginning January 1, 2018. A modified retrospective transition approach is required for leases existing at, or entered into after, the beginningtitle and position of the earliest comparative period presented in the financial statements, with practical expedients available for election as a package. We do not expect that this standard will have a material effect on our Consolidated balance sheets since we currently do not have a significant number of leases in effect.
In May 2016, the FASB issued an accounting pronouncement (FASB ASU 2016-12), which provided narrow scope improvements and practical expedients related to FASB ASU 2014-09, Revenue from Contracts with CustomersChief Operating Decision Maker (CODM). The improvements address completed contracts and contract modifications at transition, noncash consideration,ASU does not change how a public entity identifies its operating segments, aggregates them, or applies the presentation of sales taxes and other taxes collected from customers, and assessment of collectability when determining whether a transaction represents a valid contract. The pronouncement has the same effective date as the new revenue standard, which is effective for fiscal years, and interim periods within those fiscal years, beginning after December 15, 2017. We will adopt this pronouncement for our fiscal year beginning January 1, 2018 and do not expect itquantitative thresholds to have a material effect on our Consolidated financial statements.
In August 2016, the FASB issued an accounting pronouncement (FASB ASU 2016-15) related to the classification of certain cash receipts and cash payments on the statement of cash flows. The pronouncement provides clarification guidance on eight specific cash flow presentation issues that have developed due to diversity in practice. The issues include, but are not limited to, debt prepayment or extinguishment costs, settlement of zero-coupon debt, proceeds from the settlement of insurance claims, and cash receipts from payments on beneficial interests in securitization transactions. The pronouncement is effective for fiscal years, and for interim periods within those fiscal years, beginning after December 15, 2017, with early adoption permitted. We plan to adopt this pronouncement for our fiscal year beginning January 1, 2018, and do not expect it to have a material effect on our Consolidated financial statements.
In January 2017, the FASB issued new guidance, ASU No. 2017-4, Intangibles–Goodwill and Other (Topic 350): Simplifying the test for Goodwill Impairment. This guidance simplifies subsequent goodwill measurement by eliminating Step 2 from the goodwill impairment test. Under this update, an entity should performdetermine its annual, or interim, goodwill impairment test by comparing the fair value of a reporting unit with its carrying amount. An entity should recognize an impairment charge for the amount by which the carrying amount exceeds the reporting unit’s fair value; however, the loss recognized should not exceed the total amount of goodwill allocated to that reporting unit.reportable segments. The new standard is effective for annual periods,us for fiscal year 2024 and interim periods within those annual periods, beginning after December 15, 2019 in 2025, with early adoption permittedpermitted. We expect this ASU to only impact our disclosures, which will be made on a retrospective basis, with no impacts to our results of operations, cash flows and financial condition.
Income Taxes (Topic 740): Improvements to Income Tax Disclosures
In December 2023, the FASB issued ASU 2023-09, Income Taxes (Topic 740): Improvements to Income Tax Disclosures, which focuses on the rate reconciliation and income taxes paid. This ASU requires disclosure, on an annual basis, a tabular rate reconciliation using both percentages and currency amounts, broken out into specified categories with certain reconciling items further broken out by nature and jurisdiction to the extent those items exceed a specified threshold. In addition, the ASU requires disclosure of income taxes paid, net of refunds received disaggregated by federal, state/local, and foreign and by jurisdiction if the amount is at least 5% of total income tax payments, net of refunds received. The new standard is effective for annual goodwill impairment tests performed after January 1, 2017. The standard must be applied prospectively. Upon adoption, the standard will impact how the Company assesses goodwill for impairment. 2025, with early adoption permitted. An entity may apply the amendments in this ASU prospectively by providing the revised disclosures for the period ending December 31, 2025 and continuing to provide the pre-ASU disclosures for the prior periods, or may apply the amendments retrospectively by providing the revised disclosures for all periods presented. We planexpect this ASU to adopt this pronouncement foronly impact our fiscal year beginning January 1, 2018,disclosures with no impacts to our results of operations, cash flows, and do not expect it to have a material effect on our Consolidated financial statements.condition.

NOTE 2 - ACQUISITIONS– ACQUISITION
On February 8, 2017, the Company18, 2022, we acquired substantially all100% of the assetsequity interests of NextGenthe Freedom Entities, as defined in exchangeNote 1, which operated powersports dealerships, including associated real estate (the “Freedom Transaction”). We accounted for $750,000the Freedom Transaction as a business combination. All outstanding equity interests of the Freedom Entities were acquired for total consideration of $97.2 million, consisting of $70.6 million paid in cash, plus 1,523,809 unregisteredincluding certain transaction expenses paid on behalf of the Freedom Entities' equity holders, and issuance of 1,048,718 shares of Class B Common Stockcommon stock with a value of $26.5 million
F-19





on the closing date. On June 22, 2022, as part of the Company, which were issued at a negotiated fair value of $1.75 per share and a subordinated secured promissory note issued by the Company in favor of NextGen in the amount of $1,333,334 (the “NextGen Note”). The NextGen Note matures on the third anniversary of the closing date (the “Maturity Date”). During the fourth quarter of 2017, the company finalized the preliminaryfinal purchase price allocation recorded at the acquisition date and made a measurement period adjustment, to the preliminary purchase price allocation which included:(i) an increase to technology development2,446 shares of $1,500,000; (ii) a decreaseClass B common stock held in goodwill of $1,390,000; (iii) a decrease to customer contracts of $10,000; and (iv) a decrease to non-compete agreements of $100,000. The measurement period adjustment also resulted in a $166,250 net increase in accumulated amortization and amortization expense previously recorded for the nine-months ended September 30, 2017. This measurement period adjustment has been recorded as of December 31, 2017 and is reflected in the table below. The company made these measurement period adjustments to reflect facts and circumstances that existed as of the acquisition date and did not result from intervening events subsequent to such date.The measurement period adjustment did not have a material impact on the Company’s net loss in any period during the year ended December 31, 2017.
escrow were cancelled.
The following table presents($ in millions) summarizes the purchase price consideration transferred by the Company for the Freedom Transaction:
Cash$70.6 
Class B common stock26.5 
Acquiree transaction expenses paid by the Company at closing0.1 
Total purchase price consideration$97.2 
The table below ($ in millions) represents the final determination of the fair value of the identifiable assets acquired and liabilities assumed from the Freedom Entities. All acquired assets and liabilities, including goodwill, recognized as a result of December 31, 2017:the Freedom Transaction have been included in the Company’s powersports reporting segment.
Estimated fair value of assets:
Cash$6.4 
Contracts in transit1.2 
Accounts receivable1.1 
Inventory24.8 
Prepaid expenses0.2 
Property & equipment50.2 
Right-of-use assets2.9 
Other intangible assets2.1 
Franchise rights39.7 
Total assets acquired$128.6 
Estimated fair value of liabilities assumed:
Accounts payable, accrued expenses and other current liabilities$5.4 
Notes payable - floor plan18.3 
Lease liabilities2.0 
Deferred revenues3.5 
Mortgage notes26.8 
Notes payable4.7 
Total liabilities assumed60.7 
Total net assets acquired67.9 
Goodwill29.3 
Total purchase price consideration$97.2 
 
 
Preliminary
Purchase
Price
Allocation
 
 
Cumulative
Measurement
Period
Adjustment
 
 
Final
Purchase
Price
Allocation
 
Net tangible assets acquired:
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Technology development
  1,400,000 
  1,500,000 
  2,900,000 
 
    
    
    
Customer contracts
  10,000 
  (10,000)
  - 
 
    
    
    
Non-compete agreements
  100,000 
  (100,000)
  - 
 
    
    
    
Tangible assets acquired
  1,510,000 
  1,390,000 
  2,900,000 
 
    
    
    
Goodwill
  3,240,000 
  (1,390,000)
  1,850,000 
 
    
    
    
Total purchase price
  4,750,000 
  - 
  4,750,000 
 
    
    
    
Less: Issuance of shares
  (2,666,666)
  - 
  (2,666,666)
 
    
    
    
Less: Debt issued
  (1,333,334)
  - 
  (1,333,334)
 
    
    
    
Cash paid
 $750,000 
 $- 
 $750,000 
The Company assumed notes payable and mortgage notes liabilities of $31.5 million on the Freedom Transaction closing date. The outstanding balance of these liabilities were repaid in the first quarter of 2022 and are reflected as cash outflows from financing activities in the Consolidated Statements of Cash Flows. The Company funded the cash portion of the Freedom Transaction, transaction expenses, notes payable, and mortgage note repayments through available cash resources of $11.3 million and an $84.5 million draw on the Oaktree Credit Agreement (as defined in Note 9).
Supplemental pro forma information
The Company expects it will be able to amortize, for tax purposes, $30.0 million of goodwill.
The results of operations of NextGen since the acquisitionFreedom Entities from the Freedom Transaction closing date forward are included in the accompanying consolidated financial statements.Consolidated Financial Statements and include revenues of $204.0 million and pre-tax earnings of $23.0 million for 2022. Acquisition related costs of $1.3 million were incurred in 2022 and were included in selling, general and administrative expenses in the Consolidated Statement of Operations.
F-20





Supplemental pro forma information (Unaudited)
The following supplementalunaudited pro forma financial information presents the financial resultsCompany consolidated information for 2022 as if the acquisition of NextGen was madeFreedom Transaction were completed as of January 1, 20172021:
2022
Pro forma revenue ($ in millions)
$1,482.6 
Pro forma net loss from continuing operations ($ in millions)
$(233.3)
Pro forma loss per share from continuing operations-basic$(14.59)
Pro forma loss per share from continuing operations-diluted$(14.59)
NOTE 3 –REVENUE
Our revenue consists of sales of new and pre-owned powersports vehicles; sales of related finance and insurance products; sales of parts, service, accessories, and apparel; and transportation brokerage services.
New and Pre-owned Powersports Vehicles
The Company sells new and pre-owned powersports vehicles. The transaction price for a powersports vehicle sale is determined with the customer at the time of sale. Customers often trade in their own powersports vehicle to apply toward the purchase of a retail new or pre-owned powersports vehicle. The “trade-in” powersports vehicle is a type of noncash consideration measured at fair value, based on external and internal market data for a specific powersports vehicle, and applied as payment of the contract price for the year ended December 31, 2017purchased powersports vehicle.
When the Company sells a new or pre-owned powersports vehicle, transfer of control typically occurs at a point in time upon delivery of the vehicle to the customer, which is generally at the time of sale, as the customer is able to direct the use of and obtain substantially all benefits from the powersports vehicle at such time. Except on January 1, 2016a very limited basis, the Company did not directly finance its customer’s purchases, and the Company does not directly finance leases for the year ended December 31, 2016.
Pro forma adjustmentscustomer. In many cases, the Company arranges third-party financing for the year ended December 31, 2017retail sale or lease of powersports vehicles to customers in exchange for a fee paid to the Company by a third-party financial institution. The Company receives payment directly from the customer at the time of sale or from a third-party financial institution (referred to as contracts-in-transit) within a short period of time following the sale.
Parts and 2016 primarily include adjustments to reflect additional depreciationService
The Company sells powersports parts and amortization of $61,866 and $352,576, respectively,vehicle services related to technology developmentcustomer-paid repairs and identifiable intangible assets recorded as partmaintenance, repairs and maintenance under manufacturer warranties and extended service contracts, and collision-related repairs. The Company also sells powersports parts through wholesale and retail counter channels.
Each repair and maintenance service is a single performance obligation that includes both the parts and labor associated with the powersports vehicle service. Payment for each vehicle service work is typically due upon completion of the acquisition,service, which is generally completed within a short period from contract inception. The transaction price for repair and interest expensemaintenance services is based on the parts used, the number of labor hours applied, and standardized hourly labor rates. Revenue is recognized upon completion of the vehicle service work as the customer is not able to consume the benefits of repairs until the service is fully complete. The transaction price for wholesale and retail counter parts sales is determined at the time of sale based on the quantity and price of each product purchased. Payment is typically due at time of sale, or within a short period following the sale. Delivery method of wholesale and retail counter parts vary.
The Company generally considers control of wholesale and retail counter parts to transfer when the products are shipped, which typically occurs the same day as or within a few days of sale. The Company also offers customer loyalty points for parts and services for select franchises. The Company satisfies its performance obligations and recognizes revenue when the loyalty points are redeemed. Amounts deferred related to the NextGen Notecustomer loyalty programs are insignificant.
Finance and Insurance
The Company sells and receives commissions on the following types of $27,353finance and $85,772, respectively.
 
 
2017
 
 
2016
 
Pro forma revenue
 $7,312,428 
 $138,141 
Pro forma net loss
 $(8,710,513)
 $(2,450,829)
 
    
    
Loss per share-basic and fully diluted
 $(0.86)
 $(0.34)
 
    
    
Weighted average common shares and common stock equivalents outstanding-Basic and fully diluted
  10,076,227 
  7,105,179 
insurance products: extended service contracts, maintenance programs, guaranteed auto protection, tire and wheel protection, and theft protection products, among others. The Company offers products that are sold and administered by independent third parties, including the powersports vehicle manufacturers’ captive finance subsidiaries.

F-21


F-15


Pursuant to the arrangements with these third-party providers, the Company sells the products on a commission basis. For the majority of finance and insurance product sales, the Company’s performance obligation is to arrange for the provision of goods and services by another party. The Company’s performance obligation is satisfied when this arrangement is made, which is when the finance and insurance product is delivered to the end customer, generally at the time of the vehicle sale. As agent, the Company recognizes revenue in the amount of any fee or commission to which it expects to be entitled, which is the net amount of consideration that it retains after paying the third-party provider the consideration received in exchange for the goods or services to be fulfilled by that party.
There are no significant judgments or estimates required in determining the satisfaction of the performance obligations or the transaction price allocated to the performance obligations. As revenue is recognized at a point-in-time, costs to obtain the customer (i.e. commissions) do not require capitalization.
Vehicle Transportation Services
Vehicle transportation services revenue is generated primarily by transporting vehicles for dealers, distributors, or private party individuals from a point of origin to a designated destination through the Company’s subsidiary, Express. Express contracts with third party carriers to perform the transportation services. The transaction price is based on the consideration agreed upon with the customer. A performance obligation is created when the customer requests, and Express agrees, to transport the goods from origin to destination. These performance obligations are satisfied when the shipments move from origin to destination. The transportation brokerage agreements are fulfilled by independent third-party transporters. While the Company is primarily responsible for fulfilling to customers, these transporters are obligated to meet our fulfillment obligations and standards. Fulfillment obligations are short term, with transit days less than one week. Generally, customers are billed either upon shipment of the vehicle or on a monthly basis, and remit payment according to approved payment terms, generally not to exceed 30 days. Revenue is recognized as risks and rewards of transportation of the vehicle are transferred to the owner during delivery. Express is considered the principal in the delivery transactions since it is primarily responsible for fulfilling the service. As a result, revenue is recorded on a gross basis.
Disaggregation of Revenue
In the following table, revenue is disaggregated by major lines of goods and services, which depicts how the nature, amount, and uncertainty of our revenue and cash flows are affected by economic factors.

Revenue from contracts with customers consists of the following:

($ in millions)December 31,
20232022
Revenue
New vehicles$658.5 $641.0 
Pre-owned vehicles292.9 392.9 
Total powersports vehicles951.4 1,033.9 
Parts, service and accessories241.8 247.6 
Vehicle transportation services56.2 54.0 
Finance and insurance, net117.0 123.4 
Total revenue$1,366.4 $1,458.9 
Timing of revenue recognition
Goods and services transferred at a point in time$1,218.6 $1,298.8 
Good and services transferred over time147.8 160.1 
Total revenue$1,366.4 $1,458.9 
F-22

NOTE 4 –ACCOUNTS RECEIVABLE, NET
Accounts receivable consisted of the following as of December 31:
($ in millions)20232022
Receivable from the sale of the ROF loan portfolio$15.4 $— 
Contracts in transit16.0 13.1 
Trade receivables9.8 9.7 
Factory receivables(1)
9.6 6.2 
50.8 29.0 
Less: allowance for doubtful accounts0.5 1.0 
Accounts receivable, net$50.3 $28.0 
(1) Primarily amounts due from manufacturer for holdbacks, rebates, co-op advertising, warranty and supplies returns.

NOTE 5 – INVENTORY
Inventory, net of reserves, consisted of the following as of December 31:
($ in millions)20232022
New powersports vehicles$265.3 $175.0 
Pre-owned powersports vehicles50.8 115.4 
Parts, accessories and other31.4 33.1 
Inventory$347.5 $323.5 
New inventory costs are generally reduced by manufacturer holdbacks, incentives, floor plan assistance, and non-reimbursement-based manufacturer advertising rebates, while the related vehicle floor plan payables are reflective of the gross cost of the vehicle.
The Company relies on its floorplan vehicle financing credit lines (“Floorplan Lines”) to finance new and pre-owned powersports vehicle inventory at its retail locations. Inventory serves as collateral under floor plan notes payable borrowings. The inventory balance in its entirety also serves as collateral under the Oaktree Credit Facility and the Indenture. Refer to Note 9 for further detail.

NOTE 36 – PROPERTY AND EQUIPMENT, NET
The following table summarizes property and equipment, net, as of accumulated depreciationDecember 31,
($ in millions)20232022
Land$11.9 $11.5 
Buildings and improvements43.6 38.9 
Leasehold improvements19.0 14.2 
Equipment7.2 5.4 
Furniture and fixtures2.9 2.6 
Technology development18.1 15.8 
Vehicles12.9 7.7 
Total property and equipment115.6 96.1 
Less: accumulated depreciation and amortization38.8 20.0 
Total$76.8 $76.1 

F-23





NOTE 7 – GOODWILL AND INTANGIBLE ASSETS
Balances for our goodwill and amortizationintangible assets as of December 31 2017were as follows:
($ in millions)20232022
Goodwill, gross$242.5 $239.7 
Accumulated impairment(241.7)(218.6)
Goodwill, net$0.8 $21.1 
Intangible assets
Franchise rights (indefinite life)(1)
$199.7 $236.7 
Other intangible assets (definite-lived)23.8 23.8 
223.5 260.5 
Less: accumulated amortization - other intangible assets21.0 13.1 
Intangible assets, net$202.5 $247.4 
(1) Attributed to the Company’s powersports reporting unit. Amount is net of accumulated impairment of $142.7 million in 2023 and 2016:$105.7 million in 2022.    
 
 
2017
 
 
2016
 
Vehicles
 $472,870 
  - 
Furniture and equipment
  149,643 
  - 
Technology development
  3,406,786 
  - 
Total property and equipment
  4,029,299 
  - 
Less: accumulated depreciation and amortization
  668,467 
  - 
 
 $3,360,832 
  - 
Amortization and depreciation on Property and EquipmentThe following is determined on a straight-line basissummary of the changes in the carrying amount of goodwill by reporting unit over the estimated useful lives ranging from 3past two years:
($ in millions)PowersportsVehicle Transportation ServicesTotal
December 31, 2021$234.0$0.8$234.8
Purchase accounting adjustments for prior year acquisitions(26.8)(26.8)
Acquisition of Freedom Powersports29.129.1
Other immaterial acquisitions2.62.6
Impairment(218.6)(218.6)
December 31, 202220.3 0.8 21.1 
Other immaterial acquisition2.6 — 2.6 
Purchase accounting adjustments for prior year acquisitions0.2 — 0.2 
Impairment(23.1)— (23.1)
December 31, 2023$— $0.8 $0.8 

Annual Impairment Test
The Company elected to 5 years.
Duringbypass the optional qualitative test and performed a quantitative impairment review as of October 1, 2023. The Company determined the carrying amount of the powersports reporting unit exceeded its fair value and recognized a $37.0 million non-cash franchise rights impairment charge and a $23.1 million non-cash goodwill impairment charge in the fourth quarter of 2017, the company finalized the preliminary purchase price allocation2023. The fair value of the NextGen acquisitionvehicle transportation services reporting unit exceeded its carrying value and made a measurement period adjustment to increase the amountno impairment was recognized.
In 2022, we performed our impairment review as of the preliminary purchase priceOctober 1, 2022 that was allocated to technology development from $1,400,000 to $2,900,000 and increased the amountwe further updated as of amortization previously reported for the nine-month period ended September 30, 2017 by $200,000.For additional information, see Note 2 “Acquisitions”
At December 31, 2017, capitalized technology development costs were $3,406,786 which includes $2,900,000 of software acquired2022, because we determined that certain factors in the NextGen transaction. Total technology development costs incurred was $959,743 forfourth quarter had triggered an indicator of impairment. The aggregate results of our assessments in 2022 resulted in (i) noncash goodwill impairment charges of $26.0 million in the year endedautomotive reporting unit presented in discontinued operations and $218.6 million in the powersports reporting unit and (ii) a noncash franchise rights impairment charge of $105.7 million in the powersports reporting unit.
Our definite-lived intangible assets primarily related to non-compete agreements as of December 31, 20172023. No triggering events or impairment of which $506,786 was capitalized and $452,957 was charged to expense in the accompanying Consolidated statementsnon-compete agreements were noted as of operations. The amortization of capitalized technology development costs was $588,519 for the year ended December 31, 2017. There were no technology development costs incurred and no2023.

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Estimated remaining annual amortization of capitalized development costs for the year ended December 31, 2016. Depreciation expense on vehicles, furniture and equipment was $79,948 and $475, respectively for the years ended December 31, 2017 and 2016.related to other intangible assets ($ in millions):
2024$2.7 
20250.1 
2026— 
2027— 
Thereafter— 
$2.8 

NOTE 48 – ACCOUNTS PAYABLE AND OTHER ACCRUEDCURRENT LIABILITIES
The following table summarizes accounts payable and other accruedcurrent liabilities as of December 31, 2017 and 2016:31:
($ in millions)20232022
Current portion of operating lease liabilities$23.9 $24.1 
Accounts payable7.1 13.7 
Compensation and benefits11.6 13.9 
State and local taxes10.4 10.0 
Customer deposits3.5 5.4 
Professional fees0.9 1.9 
Accrued interest2.7 1.7 
Other7.7 8.8 
Total$67.8 $79.5 
 
 
2017
 
 
2016
 
Accounts payable
 $1,094,310 
 $219,101 
Accrued Payroll
  79,288 
  - 
Other accrued expenses
  5,618 
  - 
 
 $1,179,216 
 $219,101 
F-16

Table of ContentsNOTE 9 –DEBT
NOTE 5 – NOTES PAYABLE
Notes payableDebt consisted of the following as of December 31, 2017 and 2016:31:
($ in millions)20232022
Term Loan Credit Agreement due August 2026(1)
$248.7 $346.1 
Vehicle floor plan notes payable (trade)(2)
101.9 75.4 
Vehicle floor plan notes payable (non-trade)(2)
189.4 144.7 
Finance lease obligation(2)
49.8 — 
Convertible senior 6.75% promissory notes due January 2025(3)
38.8 38.8 
RumbleOn Finance line of credit due February 2025(4)
12.2 25.0 
Notes payable for fleet vehicles and other(2)
2.1 — 
Total principal amount642.9 630.0 
Less: Unamortized discount and debt issuance costs(29.3)(31.8)
Total debt613.6 598.2 
Less: Floor plan notes payable and current portion of long-term debt(326.9)(223.8)
Long-term debt$286.7 $374.4 
 
 
2017
 
 
2016
 
Notes payable-NextGen dated February 8, 2017. Interest is payable semi-annually at 6.5% through February 9, 2019 and 8.5% through maturity which is February 8, 2020.
 $1,333,334 
 $- 
 
    
    
Notes payable-private placement dated March 31, 2017. Interest is payable at maturity and accrues at 6.5% through March 31, 2019 and 8.5% through maturity which is March 31, 2020.
  667,000 
  - 
 
    
    
Convertible note payable-related party dated July 13, 2016. Interest rate of 6.0% which is accrued and paid at maturity. Note matures on July 26, 2026. Note is convertible into common stock, in whole at any time before maturity at the option of the holder at $.75 per share.
  - 
  197,358 
 
    
    
Line of credit-floor plan dated November 2, 2017. Facility provides up to $2,000,000 of available credit secured by vehicle inventory and other assets. Interest rate at December 31, 2017 was 6.5%. Principal and interest is payable on demand.
  1,081,593 
  - 
 
    
    
Less: Debt discount
  (540,924)
  (196,076)
 
 $2,541,003 
 $1,282 
Current portion
  1,081,593 
  - 
Long-term portion
 $1,459,410 
 $1,282 
Note Payable-NextGen
On February 8, 2017, in connection with the acquisition of NextGen, the Company issued a subordinated secured promissory note in favor of NextGen in the amount of $1,333,334.(1) Interest accrues and will be paid semi-annually (i) at a rate of 6.5% annually from the closing date through the second anniversary of such date and (ii) at a rate of 8.5% annually from the second anniversary of the closing date through the Maturity Date. Upon the occurrence of any event of default, the outstanding balance under the NextGen Note shall become immediately due and payable upon election of the holder. The Company’s obligations under the NextGen Note are secured by substantially all the assets of NextGen Pro, pursuant to an Unconditional Guaranty Agreement (the “Guaranty Agreement”), by and among NextGen and NextGen Pro, and a related Security Agreement between the parties, each dated as of February 8, 2017. Under the terms of the Guaranty Agreement, NextGen Pro has agreed to guarantee the performance of all the Company’s obligations under the NextGen Note. Interest expense on the NextGen Notes for the year ended December 31, 2017 was $76,457.
Notes Payable-Private Placement
On March 31, 2017, the Company completed funding of the second tranche of the 2016 Private Placement (as defined below). The investors were issued 1,161,920 shares of Class B Common Stock of the Company and promissory notes (the “Private Placement Notes”) in the amount of $667,000, in consideration of cancellation of loan agreements having an aggregate principal amount committed by the purchasers of $1,350,000. Under the terms of the Private Placement Notes, interest shall accrue on the outstanding and unpaid principal amounts until paid in full. The Private Placement Notes mature on March 31, 2020. Interest accrues at a rate of 6.5% annually from the closing date through the second anniversary of such date and at a rate of 8.5% annually from the second anniversary of the closing date through the maturity date. Upon the occurrence of any event of default, the outstanding balance under the Private Placement Notes shall become immediately due and payable upon election of the holders. Based on the relative fair values attributed to the Class B Common Stock and promissory notes issued in the 2016 Private Placement, the Company recorded a debt discount on the promissory notes of $667,000 with the corresponding amounts as addition to paid in capital. The debt discount is amortized to interest expense until the scheduled maturity of the Private Placement Notes in March 2020 using the effective interest method. The effective interest rate at December 31, 20172023 of 13.90%. Interest payments are required quarterly. Fair value of $266.1 million estimated using Level 3 inputs.
(2) Carrying value approximates fair value due to the nature of this debt. The fair value of debt where carrying value approximates fair value was 26.0%determined using Level 3 inputs.
(3) Fair value of $38.5 million estimated using Level 3 inputs.
(4) Interest rate at December 31, 2023 was 12.8%. Interest expenseThis debt was fully repaid on the Private Placement NotesJanuary 2, 2024.
F-25





As of December 31, 2023, principal payments on our term loan, finance lease, convertible senior 6.75% promissory notes, RumbleOn Finance line of credit and notes payable for leasehold improvements and other are due as follows ($ in millions):
YearAmount
2024$35.6 
202539.2 
2026226.2 
20270.5 
20280.3 
Thereafter(1)
49.8 
Total debt payments$351.6 

(1) Represents principal payments for the year ended December 31, 2017 was $158,740,finance lease, the minimum lease payments of which included debt discount amortization of $126,076 forare disclosed in Note 10.
Term Loan Credit Agreement
The Company has a term loan credit agreement (as amended, the year ended December 31, 2017.
Notes Payable-Senior Secured Promissory Notes
On September 5, 2017,“Oaktree Credit Agreement”) among the Company, executed Senior Secured Promissory Notes (the “Notes”)as borrower, the lenders party thereto, and Oaktree Fund Administration, LLC, as administrative agent and collateral agent. The Oaktree Credit Agreement provided for secured credit facilities in favorthe form of several investors, including certain executive officersa $280.0 million principal amount of initial term loans and directors of the Company,$120.0 million in the aggregate principal amount of $1,650,000 (“Principal Amount”delayed draw term loans (the “Delayed Draw Facility”), which includes an aggregate original issue discount of $150,000. The proceeds to the Company from the Senior Secured Promissory Notes, net of original issuance discount, was $1,500,000. The Senior Secured Promissory Notes are secured by an interest in all the Company’s Collateral, as such term is defined in the Senior Secured Promissory Notes. The Senior Secured Promissory Notes mature on September 5, 2018 and bear interest at a rate equal to 5% per annum through December 31, 2017, and a rate of 10% per annum thereafter. Interest is payable monthly in arrears. Upon the occurrence of any event of default, the outstanding balance under the Senior Secured Promissory Notes shall become immediately due and payable upon election of the holders. The Principal Amount and any unpaid interest accrued thereon may be prepaid by the Company at any time prior to the maturity date without premium or penalty upon five days prior written notice to the noteholder. If the Company consummates in one or more transactions financing of any nature resulting in net proceedswere available to the Company of $5,000,000 or more, then the noteholders may require the Company to prepay the Senior Secured Promissory Notes on thirty (30) days prior written notice to the Company. The original issue discount is amortized to interest expense until the scheduled maturity of the Senior Secured Promissory Notes in September 2018 using the effective interest method. The effective interest rate at September 30, 2017 was 10.0%. Interest expense on the Senior Secured Promissory Notes for the year ended December 31, 2017 was $161,075 which included $150,000 of original issue discount amortization. On October 23, 2017, the Company completed a public offering and used approximately $1,661,075 of the net proceeds of the offering for the repayment of the Senior Secured Promissory Notes in the aggregate principal amount of $1,650,000, plus accrued interest, which resulted in the termination of the Senior Secured Promissory Notes.
Line of Credit-Floor Plan
On November 2, 2017, the Company through its wholly-owned subsidiary RMBL Missouri, LLC (the “Borrower”), entered into a floor plan line of credit (the “Credit Line”) with NextGear Capital, Inc. (“NextGear”) in the amount of $2,000,000, or such lesser sum which may be advanced to or on behalf of the Borrower from time to time, pursuant to that certain Demand Promissory Note and Loan and Security Agreement. Any advance under the Credit Line bears interest on a per annum basis from the date of the request of such advance (or date of the financed receivable, as applicable), based upon a 360-day year, and such interest shall be compounded daily until such outstanding advances are paid in full at a rate of interest set forth in schedules published by NextGear. As of November 2, 2017, the effective rate of interest is 6.5%. Advances and interest under the Credit Line are due and payable upon demand, but, in general, in no event later than 150 days from the date of request for the advance (or the date of purchase in the case of a universal funding agreement), or of the receivable, as applicable. Upon any event of default (including, without limitation, the Borrower’s obligation to pay upon demand any outstanding liabilities of the Credit Line), NextGear may, at its option and without notice to the Borrower, exercise its right to demand immediate payment of all liabilities and other indebtedness and amounts owed to NextGear and its affiliates by the Borrower and its affiliates. The Credit Line is secured by a grant of a security interest in the vehicle inventory and other assets of the Borrower and payment is guaranteed by the Company pursuant to a guaranty in favor of the NextGear and its affiliates.
Convertible Note Payable-Related Party
On July 13, 2016, the Company entered into an unsecured convertible note (the “BHLP Note”) with Berrard Holdings, an entity owned and controlled by a current officer and director, Mr. Berrard, pursuant to which the Company was required to repay $191,858 on or before July 13, 2026 plus interest at 6% per annum. The BHLP Note was also convertible into common stock, in whole, at any time before maturity at the option of the holder at the greater of $0.06 per share or 50% of the price per share of the next qualified financing which is defined as $500,000 or greater. Effective August 31, 2016, the principal amount of the BHLP Note was amended to include an additional $5,500 loaned to the Company, on the same terms. On November 28, 2016, the Company completed its qualified financing at $1.50 per share which established the conversion price per share for the BHLP Note of $0.75 per share, resulting in the principal amount of the BHLP Note being convertible into 263,144 shares of Class B Common Stock. As such, November 28, 2016 became the “commitment date” for determining the value of the BHLP Note conversion feature. Because there had been no trading in the Company’s common stock since July 2014, other than the purchase by Berrard Holdings of 99.5% of the outstanding shares in a single transaction, the Company used the Monte Carlo simulation to determine the intrinsic value of the conversion feature of the BHLP Note, which resulted in a value in excess of the principal amount of the BHLP Note. Thus, the Company recorded a note discount of $197,358 with the corresponding amount as an addition to paid in capital. This note discount was amortized to interest expense until the scheduled maturity of the BHLP Note in July 2026 or until it was converted using the effective interest method. On March 31, 2017, the Company issued 275,312 shares of Class B Common Stock upon full conversion of the BHLP Note, having an aggregate principal amount, including accrued interest, of $206,484 and a conversion price of $0.75 per share. In connection with the conversion of the BHLP Note, the remaining debt discount of $196,076 was charged to interest expense in the Consolidated statements of operations and the related deferred tax liability was credited to Additional paid in capital in the Consolidated Balance Sheets.
NOTE 6 – STOCKHOLDERS’ EQUITY
On January 9, 2017, the Company’s Board of Directors approved, subject to stockholder approval, the adoption of the RumbleOn, Inc. 2017 Stock Incentive Plan (the “Plan”), On June 30, 2017, the Plan was approved by the Company’s stockholders at the 2017 Annual Meeting of Stockholders. The purposes of the Plan are to attract, retain, reward and motivate talented, motivated and loyal employees and other service providers (“Eligible Individuals”) by providing them with an opportunity to acquire or increase a proprietary interest in the Company and to incentivize them to expend maximum effort for the growth and success of the Company, so as to strengthen the mutuality of the interests between such persons and the stockholders of the Company. The Plan will allow the Company to grant a variety of stock-based and cash-based awards to Eligible Individuals. Twelve percent (12%) of the Company’s issued and outstanding shares of Class B Common Stock from time to time are reserved for issuance under the Plan. As of December 31, 2017, 11,928,541 shares are issued and outstanding, resulting indrawn up to 1,431,424 shares available for issuance under the Plan. As of December 31, 2017, the Company has granted 741,000 RSUs under the PlanMarch 1, 2023. Warrants to certain officers and employees of the Company. The aggregate fair value of the RSUs, net of expected forfeitures was $2,761,740. The RSUs generally vest over a three-year period as follows: (i) 20% on the first anniversary of the grant date; (ii) 30% on the second anniversary of the grant date; and (iii) 50% on the third anniversary of the grant date. The fair value of the grant is amortized over the period from the grant date through the vesting dates. Compensation expense recognized for these grants for the year ended December 31, 2017 is $503,023. As of December 31, 2017, the Company has approximately $2,258,718 in unrecognized stock-based compensation, with an average remaining vesting period of 2.5 years.
On January 9, 2017, the Company’s Board of Directors and stockholders holding 6,375,000 of the Company’s issued and outstanding shares of common stock approved an amendment to the Company’s Articles of Incorporation (the “Certificate of Amendment”), to change the name of the Company to RumbleOn, Inc. and to create an additional class of common stock of the Company, which was effective on February 13, 2017 (the “Effective Date”).
Immediately before approving the Certificate of Amendment, the Company had authorized 100,000,000 shares of common stock, $0.001 par value (the “Authorized Common Stock”), including 6,400,000 issued and outstanding shares of common stock (the “Outstanding Common Stock, and together with the Authorized Common Stock, the “Common Stock”). Pursuant to the Certificate of Amendment, the Company designated 1,000,000 shares of Authorized Common Stock as Class A Common Stock (the “Class A Common Stock”), which Class A Common Stock ranks pari passu with all of the rights and privileges of the Common Stock, except that holders of the Class A Common Stock are entitled to ten votes per share of Class A Common Stock issued and outstanding, and all other shares of Common Stock, including all shares of Outstanding Common Stock shall be deemed Class B Common Stock (the “Class B Common Stock”), which Class B Common Stock is identical to the Class A Common Stock in all material respects, except that holders of the Class B Common Stock are entitled to one vote per share of Class B Common Stock issued and outstanding.
Also on January 9, 2017, the Company’s Board of Directors and stockholders holding 6,375,000 of the Company’s issued and outstanding shares of common stock approved the issuance to (i) Marshall Chesrown of 875,000 shares of Class A Common Stock in exchange for an equal numberpurchase $40.0 million of shares of Class B Common Stock heldthat we granted to Oaktree Capital Management, L.P. and its lender affiliates in consideration of the initial loan expired in April 2023.
Borrowings under the Oaktree Credit Agreement bear interest at a rate per annum equal, at the Company’s option, to either (a) SOFR with a floor of 1.00%, plus an applicable margin of 8.25%, or (b) a fluctuating adjusted base rate in effect from time to time, plus an applicable margin of 7.25%, provided that an additional 0.5% interest will accrue from the Amendment No. 5 Effective Date (as defined below) through June 30, 2024. At the Company’s option, 1.0% of the regular interest and all of the additional 0.5% interest may be paid in kind. Interest expense was $53.6 million in 2023 and $42.2 million in 2022, which included amortization of debt discount and deferred issuance costs of $7.3 million and $6.4 million, respectively.
Obligations under the Oaktree Credit Agreement are secured by Mr. Chesrown,a first-priority lien on substantially all of the assets of the Company and its domestic wholly owned subsidiaries (the “Subsidiary Guarantors”), although certain assets of the Company and Subsidiary Guarantors are subject to a first-priority lien in favor of floor plan lenders, and such liens and priority are subject to certain other exceptions. The Subsidiary Guarantors also guarantee the obligations of the Company under the Oaktree Credit Agreement.
At June 30, 2023, the Company was not in compliance with certain leverage ratio financial covenants under the Oaktree Credit Agreement. On August 9, 2023 (the "Amendment No. 5 Effective Date"), the Company, the Subsidiary Guarantors, Oaktree, and the lenders party thereto executed Amendment No. 5 to the Oaktree Credit Agreement (the “Amendment No. 5”), pursuant to which, among other things: (i) all leverage ratio financial covenants under the Oaktree Credit Agreement were (a) eliminated and not tested for the quarters ending June 30, 2023 and September 30, 2023 and (b) made less restrictive for the quarters ending December 31, 2023, March 31, 2024, and June 30, 2024; (ii) Steven R. Berrardadditional performance covenants were added requiring the Company and its subsidiaries to use commercially reasonable best efforts to dispose of 125,000 sharescertain non-core real estate and monetize its consumer loan portfolios (with corresponding requirements to use the net proceeds of Class A Common Stocksuch sales to pay down the term loans under the Oaktree Credit Agreement); (iii) an additional performance covenant was added requiring the Company raise net cash proceeds of not less than $100 million from the issuance of common equity interests in exchangethe Company by December 1, 2023, which was subsequently revised to December 8, 2023, (with a corresponding requirement to use $50 million of such equity proceeds to pay down the term loans under the Oaktree Credit Agreement), and (iv) an additional performance covenant was added requiring the Company to issue warrants, exercisable for an equal numberanticipated aggregate of 1,212,121 shares at a price of $12.00 per share, in a form to be agreed upon, to the lenders.In connection with Amendment No. 5, the Company paid a $0.7 million fee in kind, which is included in interest expense. The warrants were issued on August 14, 2023. See Note 11 for additional information.
The elimination of the June 30, 2023 leverage ratio financial covenants was made effective as of June 30, 2023, and the lenders agreed in Amendment No. 5 that no event of default existed from such leverage ratio financial covenants as of such date. Based on the amended terms of the Oaktree Credit Agreement, the Company believes that it will be in compliance with all covenants under the Oaktree Credit Agreement for the 12-month period from the issuance of these financial statements. The
F-26





Company was in compliance with all financial and non-financial covenants with the Oaktree Credit Agreement at December 31, 2023 and has classified obligations under the Oaktree Credit Agreement as a non-current liability.
Vehicle Floor Plan Notes Payable
Vehicle floor plan notes payable are classified as current liabilities. Floor plan notes payable (trade) reflects amounts borrowed to finance the purchase of specific new and, to a lesser extent, pre-owned powersports vehicle inventory with corresponding manufacturers' captive finance subsidiaries (“trade lenders”). Floor plan notes payable (non-trade) represents amounts borrowed to finance the purchase of specific new andpre-owned powersports vehicle inventories with non-trade lenders. Changes in vehicle floor plan notes payable (trade) are reported as operating cash flows, and changes in floor plan notes payable (non-trade) are reported as financing cash flows in the accompanying Consolidated Statements of Cash Flows. Inventory serves as collateral under vehicle floor plan notes payable borrowings.
New inventory costs are generally reduced by manufacturer holdbacks, incentives, floor plan assistance, and non-reimbursement-based manufacturer advertising rebates, while the related vehicle floor plan payables are reflective of the gross cost of the powersports vehicle. The vehicle floor plan payables will generally also be higher than the inventory cost due to the timing of the sale of a vehicle and payment of the related liability. Vehicle floor plan facilities are due on demand, but in the case of new vehicle inventories, are generally paid within a few business days after the related vehicles are sold. Vehicle floor plan facilities are primarily collateralized by vehicle inventories and related receivables.
New vehicle floor plan facilities generally utilize SOFR or ADB (Average Daily Balance)-based interest rates and generally ranged between 8% and 18% as of December 31, 2023. Pre-owned vehicle floor plan facilities are based on prime or SOFR and ranged between 7.3% and 8.5% as of December 31, 2023. The aggregate capacity to finance our inventory under the new and pre-owned vehicle floor plan facilities as of December 31, 2023 was $449.5 million, of which $291.3 million was used.
On October 26, 2022, the Company entered into a Floorplan Line with J.P. Morgan (the “J.P. Morgan Credit Line”) that terminates October 25, 2024. Advances under the J.P. Morgan Credit Line are limited to $47.5 million as of December 31, 2023. Interest expense on the J.P. Morgan Credit Line was $1.7 million in 2023 and $0.1 million in 2022.
Finance Lease Obligation
On September 8, 2023, certain subsidiaries of the Company (collectively, the “Tenant”) and a third party, as the landlord entered into a sale and leaseback transaction related to eight of the Company's owned real estate locations, which generated net cash proceeds of $48.2 million. The transaction, however, did not transfer control of the properties to the landlord. As a result, the Company accounted for this transaction as a failed sale-leaseback transaction, in which the assets remain on the financial statements and a financing liability was recorded for the proceeds from the sale. The Company incurred $1.8 million in transaction costs related to the sale-leaseback, which are therefore considered debt issuance costs and will be amortized as interest expense over the expected life of the lease.
The resulting Lease Agreement is considered a triple net lease, which requires the Tenant to pay substantially all costs associated with the properties, and has a contractual term of 15 years, with five separate renewal options at the Company's option. The renewal terms are effective to all, but not less than all, of the property subject to the Lease Agreement. The Company has assumed an expected lease life of 40 years to include all renewals. The initial annual rent under the Lease Agreement is $3.7 million, and the lease provides for rent increasing annually by the lesser of two times the Consumer Price Index or 2% during the initial term and all option periods.
The Company imputed the interest rate on the lease based upon the contractual minimum payments and the proceeds from the sale. Based on this, the Company has determined the effective interest rate on the debt to be 9.0%. See Note 10 for additional disclosures related to this deemed finance lease.
Convertible Senior 6.75% Promissory Notes
The outstanding convertible promissory notes, net of unamortized debt discount and issue costs as of December 31 are summarized as follows:
F-27





($ in millions)20232022
Convertible 6.75% senior promissory notes, principal amount$38.8 $38.8 
Unamortized debt discount and issuance costs3.7 6.9 
Convertible 6.75% senior promissory notes, carrying amount$35.1 $31.9 
The convertible senior notes (the “Notes”) are outstanding pursuant to an Indenture (the “Indenture”), by and between the Company and Wilmington Trust, National Association as the Trustee and collateral agent for the Trustee and the holders of the Notes (in such capacity, the “Indenture Collateral Agent”). The Indenture appoints the Indenture Collateral Agent as collateral agent for the Trustee and the holders of the Notes and authorizes the Indenture Collateral Agent to enter into, and the Indenture Collateral Agent become party to: (a) a Guaranty from the Subsidiary Guarantors in favor of the Indenture Collateral Agent in a form similar to that in favor of the Administrative Agent, guaranteeing to the Indenture Collateral Agent the obligations of the Company under the Indenture and Notes (the “Indenture Guaranty”), (b) a Security Agreement from the Company and the Subsidiary Guarantors in favor of the Indenture Collateral Agent in a form similar to that in favor of the Administrative Agent, securing the obligations of the Company under the Indenture and of the Subsidiary Guarantors under the Indenture Guaranty, and (c) a First Lien Intercreditor Agreement establishing the lien priority between the Administrative Agent and the Indenture Collateral Agent as to the collateral provided by the Company and the Subsidiary Guarantors and appointing the Administrative Agent as controlling collateral agent under certain circumstances with regard to the collateral and other creditors. The security interests in favor of the Indenture Collateral Agent cover the same collateral and are of the same priority as the security interests in favor of the Administrative Agent. The Indenture includes customary representations, warranties and covenants by the Company and customary closing conditions. The Notes bear interest at 6.75% per annum, payable semiannually on January 1 and July 1 of each year. The Notes may bear additional interest under specified circumstances relating to the Company's failure to comply with its reporting obligations under the Indenture. The Notes mature on January 1, 2025, unless earlier converted, redeemed or repurchased pursuant to their terms. Contractual interest expense for these notes was $2.6 million in both 2023 and 2022, and amortization of debt discount and issuance costs totaled $3.1 million in 2023 and $2.6 million in 2022.
The initial conversion rate of the Notes was 25 shares of Class B Common Stock held by Mr. Berrard, effective atper $1,000 principal amount of Notes (after giving effect to the timeCompany’s reverse stock split that occurred on May 18, 2020), which is equal to an initial conversion price of $40.00 per share. As of December 31, 2023, the Certificateconversion rate of Amendmentthe Notes was filed with33.5568 shares per $1,000 principal amount of Notes, which is equal to a conversion price of $29.80 per share. The conversion rate is subject to adjustment in certain events as set forth in the SecretaryIndenture but will not be adjusted for any accrued and unpaid interest. In addition, upon the occurrence of State of Nevada.
On February 13, 2017,a “make-whole fundamental change” (as defined in the Effective Date,Indenture), the Company filedwill, in certain circumstances, increase the Certificateconversion rate by a number of Amendmentadditional shares for a holder that elects to convert its Notes in connection with such make-whole fundamental change. Before July 1, 2024, the SecretaryNotes are convertible only under circumstances as described in the Indenture. No adjustment to the conversion rate as a result of Stateconversion or a make-whole fundamental change adjustment will result in a conversion rate greater than 62 shares per $1,000 in principal amount.
The Indenture contains a “blocker provision” which provides that no holder (other than the depository with respect to the Notes) or beneficial owner of a Note shall have the right to receive shares of the State of Nevada changing the Company’s name to RumbleOn, Inc. and creating the Class A and Class B Common Stock upon conversion to the extent that, following receipt of such shares, such holder or beneficial owner would be the beneficial owner of more than 4.99% of the outstanding shares of the Class B Common Stock. Also
The Notes are subject to events of default typical for this type of instrument. If an event of default, other than an event of default in connection with certain events of bankruptcy, insolvency or reorganization of the Company or any significant subsidiary (in which case no notice of acceleration is required), occurs and is continuing, the Trustee by notice to the Company, or the holders of at least 25% in principal amount of the outstanding Notes by notice to the Company and the Trustee, may declare 100% of the principal of and accrued and unpaid interest, if any, on all the Notes then outstanding to be due and payable. The Notes also contain conversion features related to certain events, which include liquidation or dissolution, as well as fundamental changes to the structure or ownership of the Company.
The Company may redeem for cash all or any portion of the Notes, at its option, if the last reported sale price of the Class B Common Stock has been at least 130% of the conversion price then in effect for at least 20 trading days (whether or not consecutive), including the trading day immediately preceding the date on which the Company provides notice of redemption, during any 30 consecutive trading day period ending on, and including, the trading day immediately preceding the date on which the Company provides notice of redemption at a redemption price equal to 100% of the principal amount of the Notes to be redeemed, plus accrued and unpaid interest to, but excluding, the redemption date. No sinking fund is provided for the Notes.
F-28





The Notes rank senior in right of payment to any of the Company’s indebtedness that is expressly subordinated in right of payment to the Notes; equal in right of payment to any of the Company’s unsecured indebtedness that is not so subordinated; effectively junior in right of payment to any of the Company’s secured indebtedness to the extent of the value of the assets securing such indebtedness; and structurally junior to all indebtedness and other liabilities of current or future subsidiaries of the Company (including trade payables). We bifurcate the liability and equity components of the Notes. The initial carrying amount of the liability component was $25.3 million and represented the present value of the cash flows of the Notes using an implied discount rate of 18.7%, which was a yield applicable to similar debt instruments that did not have the conversion feature. After allocation of the initial proceeds to the liability components, the remaining amount was allocated to the equity component and recorded as additional paid in capital. The Company recorded $13.5 million in total debt discount and issuance costs related to the Notes. The Company allocated costs related to the issuance of the Notes to the liability and equity components using the same proportions as the initial carrying value of the Notes. The equity component is not remeasured as long as it continues to meet the conditions for equity classification. The Company further valued a derivative liability in connection with the interest make-whole provision on the Effective Date,issuance date based on a lattice model. This amount was recorded as a debt discount and is amortized to interest expense over the term of the Notes using the effective interest rate. The derivative liability is remeasured at each reporting date, and any change in fair value is included in other income (expense) in the Consolidated Statements of Operations. The value of the derivative liability as of both December 31, 2023 and December 31, 2022 was less than $0.1 million.
RumbleOn Finance Line of Credit
In February 2022, RumbleOn Finance and an indirect subsidiary of RumbleOn entered into a consumer finance facility (“ROF Facility”) primarily to provide up to $25.0 million for ROF’s use in underwriting consumer loans. All loans under this agreement were secured by certain collateral, including the consumer finance loans purchased by the ROF Facility. We provided customary representations and covenants under the agreements which included financial covenants and collateral performance covenants. Loans in the ROF Facility were subject to certain eligibility criteria, concentration limits and reserves. Beginning January 31, 2023, our finance company did not meet the interest rate spread requirement set forth in the ROF Facility as a result of increased interest rates and limited growth of our consumer finance business. The lender never requested repayment of the principal balance due under this facility; however, we made the decision to sell the loan portfolio held at ROF and pay off the outstanding balance.
On December 29, 2023, we sold the loan portfolio held at RumbleOn Finance for $17.0 million, and the outstanding balance of the loan was repaid on January 2, 2024 from the cash proceeds received. The ROF loan amount is included in the current portion of long-term debt in the accompanying Condensed Consolidated Balance Sheet at December 31, 2023. The net cash proceeds the Company issued an aggregatereceived on January 2, 2024 when the sale of 1,000,000the loan portfolio settled was $3.0 million after the satisfaction of secured indebtedness, expenses, commissions, and fees. These proceeds, together with working capital in RumbleOn Finance, were used to repay $11.2 million of outstanding indebtedness under the Oaktree Credit Agreement.
F-29





NOTE 10 – LEASES
Supplemental information related to leases and balance sheet classification as of December 31 was as follows ($ in millions):
LeasesBalance Sheet Classification20232022
Assets:
Operating lease assetsRight of use assets$163.9 $161.8 
Finance lease assetsProperty and equipment, net45.6 — 
Total$209.5 $161.8 
Liabilities:
Current
OperatingAccounts payable and other current liabilities$23.9 $24.1 
FinanceCurrent maturities of long-term debt— — 
Non-Current
OperatingLong-term portion of operating lease liabilities134.1 126.7 
FinanceLong-term debt, net of current maturities49.8 — 
Total lease liabilities$207.8 $150.8 
The weighted-average remaining lease term and discount rate for our operating and financing leases as of December 31 for the corresponding year were as follows:
20232022
Weighted average remaining lease term (years):
Operating leases13.914.6
Finance leases39.7— 
Weighted average discount rate:
Operating leases14.1 %14.0 %
Finance leases9.0 %— %
The following table provides information related to the lease costs of finance and operating leases ($ in millions):
Lease ExpenseIncome Statement Classification20232022
OperatingSG&A expenses$32.6 $31.4 
Finance:
Amortization of finance lease assetsDepreciation and amortization expense0.9 — 
Interest on lease liabilitiesInterest expense1.4 — 
Total lease costs$34.9 $31.4 
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The Company has related party operating leases for 24 properties. The following table provides information related to the portion of operating lease assets and liabilities which are attributable to related party leases at December 31 ($ in millions):
Leases20232022
Assets:
Right of use assets – related party$108.5 $105.3 
All other right of use assets55.4 56.5 
Total$163.9 $161.8 
Liabilities:
Current:
Current portion of lease liabilities – related party$14.2 $14.5 
Current portion of lease liabilities – all other leases9.7 9.6 
Total current liabilities23.9 24.1 
Non-Current:
Long-term portion of lease liabilities – related party96.2 93.7 
Long-term portion of lease liabilities – all other leases37.9 33.0 
Total non-current liabilities134.1 126.7 
Total lease liabilities$158.0 $150.8 
Supplemental cash flow information related to leases was as follows:
($ in millions)20232022
Cash payments for operating leases$29.3 $25.9 
New assets obtained in exchange for operating lease liabilities14.9 18.1 
Cash payments for finance leases1.2 — 
The following table summarizes the future minimum payments for leases as of December 31, 2023:
($ in millions)Operating LeasesFinance Lease
2024$29.7 $3.8 
202528.7 3.8 
202627.7 3.9 
202726.9 4.0 
202821.9 4.1 
Thereafter260.8 205.8 
Total lease payments395.7 225.4 
Less imputed interest(237.7)(175.6)
Present value of lease liabilities(1)
$158.0 $49.8 
(1) Finance lease liability is recorded in long-term debt. See Note 9.

NOTE 11 – STOCKHOLDERS' EQUITY
Stock-Based Compensation
The Company has a shareholder-approved stock incentive plan (as amended, the “Plan”) allowing for the issuance of restricted stock units (“RSUs”), stock options (“Options”), performance units, and other equity awards (collectively “Awards”). As of December 31, 2023, the number of shares of Class A Common Stock to Messrs. Chesrown and Berrard in exchangeauthorized for an aggregate of 1,000,000issuance under the Plan was 3,291,461 shares of Class B Common Stock heldcommon stock and there were 1,030,940 shares available for future issuance under the Plan. RSU and Option awards generally vest based on continued service by them. Also on the Effective Date,recipient of the Award to the Company amended its bylawsover a period of up to reflectthree years.
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The following table reflects stock-based compensation expense:
($ in millions)20232022
Restricted stock units$12.0 $9.4 
Options— 
Total stock-based compensation$12.0 $9.4 
As of December 31, 2023, unamortized stock-based compensation expense and the name changerelated weighted-average period over which it is expected to RumbleOn, Inc.be recognized is presented in the table below.
($ in millions)Unamortized
Expense for
Outstanding
Awards

Weighted-Average
Amortization
Period (in years)
Restricted stock units$4.5 1.3
Performance Options3.6 4.8
Total unrecognized stock-based compensation expense$8.1 2.9
Restricted Stock Units
RSU activity and to reflect the Company’s primary place of business as Charlotte, North Carolina.
On March 31, 2017, the Company completed the sale of 620,000 shares of Class B Common Stock, parcorresponding weighted-average grant-date fair value $0.001, at a price of $4.00 per share for aggregate proceeds of $2,480,000 in the private placement (the “2017 Private Placement”). Officersduring 2023 and directors of the Company acquired 175,000 shares of Class B Common 2022 were as follows:
Number of
RSUs
Weighted
-Average Grant
Date Fair Value
Outstanding at December 31, 2021912,128$37.48 
Granted551,15027.92 
Vested(271,596)35.36 
Forfeited(162,734)34.19 
Cancellation of units under the Plan(440,000)35.47 
Outstanding at December 31, 2022588,94831.92 
Granted1,194,9478.58 
Vested(805,020)16.86 
Forfeited(584,714)14.92 
Outstanding at December 31, 2023394,161$14.82 
Expected to vest394,161$14.82 

Stock in the 2017 Private Placement. In May 2017, the Company completed the sale of an additional 37,500 shares of Class B Common Options
Stock in the 2017 Private Placement. Proceeds from the 2017 Private Placement were usedoptions allow recipients to complete the launch of the Company’s website, www.rumbleon.com, acquire vehicle inventory, continue development of the Company’s platform, and for working capital purposes.
On June 30, 2017, the Company filed a Registration Statement on Form S-1 (the “Registration Statement”) with the SEC covering the resale of 8,993,541 shares of Class B Common Stock issued in the NextGen acquisition and the 2017 Private Placement and other shares previously held by our stockholders, including our officers and directors. The SEC declared the Registration Statement effective on July 7, 2017. In connection with the filing of the Registration Statement, our officers and directors and certain stockholders entered into a lock-up agreement restricting, through December 31, 2017, the resale of an aggregate of 6,848,800 shares of our common stock held by them and subject to the Registration Statement.
On October 23, 2017, the Company completed an underwritten public offering of 2,910,000purchase shares of Class B common stock at a public offeringfixed exercise price. The fixed exercise price is equal to the price of $5.50 pera sharefor net proceeds to the Company of approximately $14,500,000 after deducting the underwriting discount and offering fees and expenses payable by the Company (the “Offering”). The Company also granted the underwriters a 30-day option, which expires on November 19, 2017, to purchase up to an additional 436,500 shares of Class B common stock to cover over-allotments.at the time of grant. The Company used $1,661,075 ofoptions generally expire 10 years after the net proceeds of the Offering for the repayment of the Senior Secured Promissory Notes in the aggregate principal amount of $1,650,000, plus accrued interest, which resulted in the termination of the Senior Secured Promissory Notes.  The Company intends to use the remaining net proceeds of the Offering for working capital and general corporate purposes, which may include purchases of additional inventory held for sale, increased spending on marketing and advertising and capital expenditures necessary to grow the business.grant date.
Also, in connection with the Offering, on October 19, 2017, the Class B Common Stock uplisted from the OTCQB and began trading on The NASDAQ Capital Market under the symbol “RMBL.”
At December 31, 2016, the Company was authorized to issue 100,000,000 shares of common stock, $0.001 par value (the “Authorized Common Stock”), including 6,400,000 issued and outstanding shares of common stock (the “Outstanding Common Stock, and together with the Authorized Common Stock, the “Common Stock”). Pursuant to the Certificate of Amendment, the Company designated 1,000,000 shares of Authorized Common Stock as Class A Common Stock (the “Class A Common Stock”), which Class A Common Stock ranks pari passu with all of the rights and privileges of the Common Stock, except that holders of the Class A Common Stock are entitled to ten votes per share of Class A Common Stock issued and outstanding, and (ii) all other shares of Common Stock, including all shares of Outstanding Common Stock shall be deemed Class B Common Stock (the “Class B Common Stock”), which Class B Common Stock will be identical to the Class A Common Stock in all respects, except that holders of the Class B Common Stock are entitled to one vote per share of Class B Common Stock issued and outstanding.On November 28, 2016, the Company completed a private placement with certain purchasers, with respect to the sale of an aggregate of 900,000 shares of common stock of the Company at a purchase price of $1.50 per share for total consideration of $1,350,000 (the “2016 Private Placement”). In connection with the 2016 Private Placement,his appointment as Chief Executive Officer, the Company also entered into loan agreements, pursuantgranted Michael W. Kennedy an award of performance-based stock options on December 13, 2023 to which the purchasers would loan to the Company their pro rata share of up to $1,350,000 in the aggregate upon the requestpurchase 825,000 shares (“Performance Options”) of the Company at any time on or after January 31, 2017 and before November 1, 2020. On March 31, 2017, the Company completed the second tranche of the 2016 Private Placement. For additional information, see Note 5“Notes Payable.”
NOTE 7 – COMMON STOCK WARRANTS
In connection with the October 23, 2017 public offering of 2,910,000 shares of Class B common stock the Company issued to underwriters warrants to purchase 218,250 shares ofCompany’s Class B common stock, which will vest in installments over a maximum period of five years starting on the grant date, subject to meeting certain stock performance thresholds ranging from $12.00 to $40.00 for a period of 30 days and Mr. Kennedy’s continued service with the Company through each such vesting date. The award was equalgranted as an inducement to 7.5%Mr. Kennedy’s entry into employment and was approved by the Compensation Committee of the aggregateCompany’s Board of Directors, in accordance with Nasdaq Listing Rule 5635(c)(4). The award was granted outside of the Plan, as amended.
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The fair value of the Performance Options was determined using a Monte Carlo model and the following assumptions:
2023
Exercise price$5.85 
Fair value price per share of common stock$4.35 
Volatility95.0%
Expected term (years)9.9
Risk-free interest rate4.1%
Dividend yield
Fair value of award at initial valuation date ($ in millions)
$3.6 
The following is a summary of the stock options activity for the Company for the past two years:
Number of
Options
Weighted
Average
Exercise Price
Weighted-Average
Remaining
Contractual
Life (in years)
Aggregate
Intrinsic Value ($ in millions)
Outstanding at December 31, 20212,551$79.62 8.7— 
Options granted— — 
Options exercised— — 
Options forfeited or expired(171)81.60 — 
Outstanding at December 31, 20222,38079.48 6.7— 
Options granted825,0005.85 10.0— 
Options exercised— — — 
Options forfeited or expired(1,579)78.40 — — 
Outstanding at December 31, 2023825,801$5.92 9.8$1.9 
Vested / exercisable at December 31, 2023801$81.60 3.8$— 
Expected to vest as of December 31, 2023825,000$5.85 9.8$1.9 
Rights Offering
The Company commenced a $100.0 million rights offering on November 13, 2023 that expired on December 5, 2023, as extended by the Company. To effect this rights offering, the Company’s existing shareholders were granted a dividend of subscription rights to purchase a designated number of shares of Class B common stock soldat a price of $5.50. Pursuant to the terms of a standby purchase agreement with related parties Mark Tkach, William Coulter, and Stone House Capital Management, LLC, a Delaware limited liability company (“Stone House”) and collectively, the “Standby Purchasers”, the Standby Purchasers acquired $18.9 million of Class B common stock that had not been purchased by other existing shareholders. Net proceeds after expenses incurred to effect the rights offering were $98.4 million, of which the Company used $50.0 million to pay down a portion of the outstanding term loan indebtedness under the Oaktree Credit Agreement. The transaction resulted in the Offering. Theissuance of 18.2 million new shares of Class B common stock.
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Common Stock Warrants
In connection with entering into Amendment No. 5 (as defined in Note 9), on August 14, 2023 the Company issued warrants to Oaktree and the lenders to purchase up to 1,212,121 shares of Class B common stock at an exercise price of $12.00. Such warrants are exercisable atfor up to five years following the date of issuance.
The following table summarizes warrant activity in 2023 and 2022:
20232022
Warrants outstanding at the beginning of the year(1)
1,228,6511,228,651
New warrant issuances(2)
1,212,121
Warrants expiring during the year(1)
(1,228,651)
Warrants outstanding at the end of the year(2)
1,212,1211,228,651
(1) The warrants outstanding in 2022 had a per shareweighted-average exercise price of $6.325,$34.22 and expired at various times during 2023.
(2) Warrants were granted in 2023 with an exercise price of $12.00, which was equal to 115% of the Offering price per share of the shares sold in the Offering. The Warrants are exercisable at any time and from time to time, in whole or in part, during the four-year period commencing one year from the effective date of the registration statement related to the Offering. The Company has classified the warrants as equityadjusted in accordance with ASC 815.the terms of the grant subsequent to the Rights Offering. The exercise price attributable to the Warrants outstanding at December 31, 2023 was $11.25.
The warrants are classified as equity, and the fair value of the warrants were valuedwas determined at issuance date using the Black-Scholes option pricing model with the following assumptions:
Warrants exercise price
$6.325
2023
Exercise price$12.00 
Fair value price per share of common stock
$5.50
5.01 
Volatility100.0%
Warrants outstanding
218,250
Volatility
62.0%
Expected term remaining (years)
5.0
5
Risk-free interest rate
1.31%
4.27%
Dividend yield
-Fair value at issuance date ($ in millions)
$6.1 
Preferred Stock
The dividend yield assumptionCompany has authorized 10 million shares of zero is based upon the fact that we have never paid cash dividends and presently have no intention to do so. The risk-free interest rate used for each warrant classified$0.001 par value preferred stock, with none issued or outstanding as a derivative is equal to the U.S. Treasury rate. The expected term is based on the remaining contractual lives of the warrants at the valuation date. Since the Company’s stock was not traded frequently in the years before the valuation date the volatility may not reasonably reflect the Company’s true volatility. Therefore, we relied on the average volatility of selected comparable companies. There were no warrants exercised or forfeited for the year ended December 31, 2017. There was no aggregate intrinsic value in the warrants at December 31, 2017.2023 or 2022.
The fair value of the warrants at the initial valuation date was $505,273.
NOTE 812 – SELLING, GENERAL AND ADMINISTRATIVE EXPENSES
($ in millions)20232022
Compensation and related costs$199.5 $209.1 
Facilities44.5 42.1 
General and administrative43.5 35.8 
Advertising, marketing and selling29.4 30.8 
Professional fees13.2 24.0 
Stock-based compensation12.0 9.4 
Technology development and software5.2 3.3 
   Total selling, general and administrative expenses$347.3 $354.5 


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NOTE 13 – INCOME TAXES
The following table summarizescomponents of the detailincome tax provision (benefit) from continuing operations were as follows:
($ in millions)20232022
Current
Federal$0.4 $4.1 
State0.4 0.3 
Total current income tax expense0.8 4.4 
Deferred
Federal49.5 (62.5)
State9.0 (13.9)
Total deferred income tax provision (benefit)58.5 (76.4)
Income tax provision (benefit)$59.3 $(72.0)

Deferred income taxes reflect the net tax effect of selling, generaltemporary differences between amounts recorded for financial reporting purposes and administrative expenseamounts used for tax purposes. The major components of deferred tax assets and liabilities are as follows:

($ in millions)20232022
Deferred tax assets:
Net operating loss carryforward$26.5 $16.8 
Business interest carryforward21.5 8.8 
Stock-based compensation0.3 0.5 
Accounts receivable allowance0.1 0.5 
Lease liabilities49.4 36.0 
Inventory reserve2.6 1.5 
Goodwill and intangible assets43.8 34.9 
Transaction costs1.2 1.3 
Accrued liabilities0.4 1.8 
Total gross deferred tax assets145.8 102.1 
Valuation allowance(93.6)(0.7)
Deferred tax assets, net52.2 101.4 
Deferred tax liabilities:
Right-of-use assets39.0 38.7 
Property and equipment12.5 3.8 
Debt issuance costs amortization0.7 0.8 
Other0.4 — 
Deferred tax liabilities52.6 43.3 
Net deferred tax asset (liability)$(0.4)$58.1 
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A reconciliation of the statutory U.S. Federal income tax rate of 21% to our effective income tax rate follows:
20232022
U.S. Federal statutory rate21.0%21.0%
State and local, net of federal benefit(4.7)%3.8%
Executive compensation(0.3)%—%
Other(0.7)%0.3%
Stock-based compensation(0.9)%(0.4)%
Goodwill impairment—%(5.6)%
IRC Section 338(h)(10) election—%4.7%
Change in valuation allowance(52.7)%(0.2)%
Effective tax rate(38.3)%23.6%
In assessing the recovery of the deferred tax assets, management considers whether it is more likely than not that some portion or all of the deferred tax assets will not be realized. The ultimate realization of deferred tax assets is dependent upon the generation of future taxable income in the periods in which those temporary differences become deductible. Management considers the scheduled reversals of future deferred tax assets, projected future taxable income, and tax planning strategies in making this assessment. In estimating future taxable income, the Company relies upon assumptions and estimates about future activities, including the amount of future federal and state pretax operating income that the Company will generate; the reversal of temporary differences; and the implementation of feasible and prudent tax planning strategies.
The Company has evaluated the positive and negative evidence bearing upon its ability to realize the deferred tax assets. As of December 31, 2023, management has evaluated the realizability of the Company’s deferred tax assets and recorded a valuation allowance against the Company’s federal and state deferred tax assets, as it is more likely than not that the deferred tax assets will not be realized based on the evidence evaluated.
The ultimate realization of the deferred tax assets is dependent upon the generation of future taxable income in the periods in which those temporary differences become deductible. Management considers the scheduled reversals of future deferred tax assets, projected future taxable income, and tax planning strategies in making this assessment. In estimating future taxable income, the Company relies upon assumptions and estimates about future activities, including the amount of future federal and state pretax operating income that the Company will generate; the reversal of temporary differences, and the implementation of feasible and prudent tax planning strategies. Accordingly, a valuation allowance of $93.6 million has been established against the Company’s deferred tax assets. Management reevaluates the positive and negative evidence each period.
($ in millions)20232022
Valuation allowance as of beginning of the year$0.7 $— 
Increases recorded to income tax provision92.9 0.7 
Decreases recorded as a benefit to income tax provision— — 
Valuation allowance as of end of year$93.6 $0.7 
As of December 31, 2023 and 2022, the Company has federal net operating loss carryforwards of $112.4 million and $73.2 million, all of which were generated in years endedending after December 31, 2017 and 2016:can be carried forward indefinitely. As of December 31, 2023, the Company had state net operating loss carryforwards of $64.8 million, a portion of which begin to expire in 2029. As a result of various ownership changes, the Company’s federal and state net operating losses are subject to limitations under Internal Revenue Code (“IRC”) Section 382. Pursuant to the Company’s Section 382 analysis, the net operating losses generated prior to 2017 were determined to be not realizable as they arose from a different trade or business and were written off as part of the Company’s income tax expense for 2022.
The Company does not have unrecognized tax benefits related to uncertain tax positions. The Company recognizes both accrued interest and penalties related to unrecognized tax benefits in income tax expense. The Company has not recorded any interest and penalties on any unrecognized tax benefits since its inception. Based on the statutes of limitations in the applicable jurisdictions in which the Company operates, tax years 2018 through 2022 remain open to examination by the U.S. federal and state taxing jurisdictions, as carryforward attributes generated in prior years may still be adjusted upon examination by the Internal Revenue Service (“IRS”) or state tax authorities if they have or will be used in a future period. The Company files income tax returns in the U.S. federal and various state jurisdictions. There are currently no federal or state audits in progress for any tax years.
 
 
2017
 
 
2016
 
Selling, General and Administrative
 
 
 
 
 
 
Compensation and related costs
 $3,111,363 
 $- 
Advertising and marketing
  1,731,028 
  - 
Professional fees
  890,580 
  153,668 
Technology development
  452,957 
  - 
General and administrative
  1,401,071 
  57,825 
 
 $7,586,999 
 $211,493 
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NOTE 14 – LOSS PER SHARE
For purposes of the loss per share calculation for 2023, 394,161 unvested RSUs, 825,000 Performance Options, 801 stock options, Oaktree Warrants to purchase 1,212,121 shares of Class B common stock, and 1,302,004 shares of Class B Common Stock issuable in connection with convertible debt are considered common stock equivalents, but have been excluded from the calculation of diluted net loss per share attributable to common stockholders as the effect was antidilutive. In addition, the common stock warrants discussed in Note 11 that expired during the year were antidilutive and excluded from the loss per share calculation for the entire year.
For purposes of the loss per share calculation for 2022, 588,948 unvested RSUs, 2,380 stock options, warrants to purchase 1,212,121 shares of Class B Common Stock, other warrants to purchase 16,531 shares of Class B Common Stockand 982,107 shares of Class B Common Stock issuable in connection with convertible debt are considered common stock equivalents but were excluded from the calculation of diluted net loss per share attributable to common stockholders as the effect was antidilutive.

NOTE 915 – SUPPLEMENTAL CASH FLOW INFORMATION
The following table includes supplemental cash flow information, including noncash investing and financing activity for the years endedactivity:
($ in millions)20232022
Supplemental Disclosure of Cash Flow Information:
   Cash paid for interest$66.0 $49.4 
   Cash paid for taxes, net1.0 6.6 
Non-cash Investing and Financing Activities:
   Capital expenditures included in debt2.1 — 
   Common stock issued for acquisition— 26.5 
   Fair value of warrants issued as financing costs6.1— 
For supplemental cash flow information related to leases, see Note 10.
The following table provides a reconciliation of cash and restricted cash as of December 31 2017reported within the accompanying consolidated balance sheets that sum to the amounts shown in the accompanying consolidated statements of cash flows:
($ in millions)20232022
Cash and cash equivalents$58.9 $46.8 
Restricted cash(1)
18.1 10.0 
Cash reported in assets of discontinued operations(2)
— 1.8 
Total cash and restricted cash$77.0 $58.6 
(1)Amounts included in restricted cash are primarily comprised of the deposits required under the Company’s various floorplan lines of credit and 2016:the RumbleOn Finance line of credit before it was repaid in January 2024.
(2)At the beginning of 2022, cash of discontinued operations was $2.5 million.
 
 
2017
 
 
2016
 
 
 
 
 
 
 
 
Cash paid for interest
 $203,578 
 $17,909 
 
    
    
Note payable issued on acquisition
 $1,333,334 
 $- 
 
    
    
Conversion of notes payable-related party
 $206,209 
 $- 
 
    
    
Issuance of shares for acquisition
 $2,666,666 
 $- 



NOTE 1016INCOME TAXESFAIR VALUE MEASUREMENTS
U.S. Tax Reform
On December 22, 2017, legislation commonly known as the Tax Cuts and Jobs Act, or the Act, was signed in to law. The Tax Act, among other changes, reduces the U.S. federal corporate tax rate from 35% to 21%, requires taxpayers to payFair Value of Measurements Using Level 3 Inputs on a one-time transition tax on earnings of certain foreign subsidiaries that were previously tax deferred and creates new taxes on certain foreign sourced earnings.  On December 31, 2017, the Company did not have any foreign subsidiaries and the international aspects of the Tax Act are not applicable.
Non-recurring Basis
In connection with the initial analysisCompany’s 2023 annual goodwill and indefinite-lived intangible assets impairment assessment, the Company recognized non-cash impairment charges of $23.1 million and $37.0 million to reduce the carrying values of goodwill and franchise rights, respectively, to their fair values, in the Powersports reporting unit.
In 2022, the Company recognized non-cash impairment charges of $218.6 million and $105.7 million to reduce the carrying value of the impactgoodwill and franchise rights, respectively, to their fair values, in the Powersports reporting unit and $26.0 million to write off the goodwill in the now discontinued automotive business.
In addition, assets acquired and liabilities assumed in business combinations were recorded at their fair values as of the Tax Act, the Company remeasured certain deferred tax assets and liabilities based on the rates at which they are expected to reverse in the future, which is generally 26.1%. The remeasurement of the Company’s deferred tax balance was primarily offset by application of its valuation allowance.acquisition date.
Deferred income taxes reflect the net tax effect of temporary difference between amounts recorded for financial reporting purposes and amounts used for tax purposes. The major components of deferred tax assets and liabilities are as follows:
 
 
2017  
 
 
2016
 
Deferred tax assets:
 
 
 
 
 
 
Net operating loss carryforward
 $2,281,369 
 $87,614 
Stock-based compensation
  131,465 
  - 
Total deferred income taxes
  2,412,834 
  87,614 
 
    
    
Deferred tax liabilities:
    
    
Basis difference in property and equipment
  114,150 
  - 
Basis difference in goodwill
  32,190 
  - 
Debt discount-private placement
  116,840 
  78,430 
Total deferred tax liabilities
  263,180 
  78,430 
Net deferred tax asset
  2,149,654 
  9,184 
 
    
    
Valuation allowance
  (2,149,654)
  (87,614)
Net deferred tax asset (liability)
 $- 
 $(78,430)
A reconciliation of the statutory U.S. Federal income tax rate to the Company’s effective income tax rate on income tax rate on continuing operations for the years ended December 31, 2017 and 2016.
 
 
2017
 
 
2016
 
U.S. Federal statutory rate
  34.0%
  34.0%
Impact of tax reform on net deferred tax assets
  (13.0)
  - 
State and local, net of Federal benefit
  5.1%
  6.0%
Valuation allowance
  (26.1)%
  (39.9)%
Effective tax rate
  - 
  0.01%
No current provision for Federal income taxes was required for the years ended December 31, 2017 and 2016 due to the Company’s operating losses. At December 31, 2017 and 2016, the Company has operating loss carryforwards of $8,740,879 and $230,564, respectively, which begin to expire in 2033. We have provided a valuation allowance on the deferred tax assets of $2,149,654 and $87,614 for the periods ended December 31, 2017 and 2016, respectively. In assessing the recovery of the deferred tax assets, management considers whether it is more likely than not that some portion or all of the deferred tax assets will not be realized. The ultimate realization of deferred tax assets is dependent upon the generation of future taxable income in the periods in which those temporary differences become deductible. Management considers the scheduled reversals of future deferred tax assets, projected future taxable income, and tax planning strategies in making this assessment.
NOTE 11 – LOSS PER SHARE
Net loss per share is computed by dividing net loss by the weighted average number of common shares outstanding during the period. The computation of diluted net loss per share for the year ended, 2017 did not include 735,000 of restricted stock units or 218,250 of warrants to purchase shares of Class B Common Stock as their inclusion would be antidilutive. There were no restricted stock units or warrants outstanding for the year ended December 31, 2016.
NOTE 1217 – RELATED PARTY TRANSACTIONS
Backstop Purchase
On March 31, 2017,December 8, 2023, under the terms of the Standby Purchase Agreement dated as of August 8, 2023, as amended (the “Purchase Agreement”), among the Company, completedMark Tkach (“Tkach”), William Coulter (“Coulter”) and Stone House Capital Management, LLC, a Delaware limited liability company d/b/a Stone House Partners (“Stone House” and, collectively with Tkach and Coulter, the sale of 620,000“Standby Purchasers”), the Company issued and sold to the Standby Purchasers 3,443,289 shares of Class B Common Stock incommon stock at an exercise price of $5.50 per share (the “Backstop Securities”) for an aggregate purchase price of approximately $18.9 million (the “Backstop Purchase”). The Backstop Securities represent the 2017 Private Placement. Officers and directorsshares of the Company’s Class B common stock that remained unsubscribed for by the shareholders of the Company acquired 175,000 sharesas of Class B Common Stock in the 2017 Private Placement. In May 2017,expiration of the Company completed the sale of an additional 37,500 shares of Class B Common Stock in the 2017 Private Placement. For additional information, see Note 6 “Stockholders’ Equity.”
A key componentsubscription period of the Company’s business model isrights offering. Coulter and Tkach are directors and former executive officers of the Company. Subject to regional partners in the acquisitionterms and conditions of pre-owned vehicles as well as utilize these regional partnersthe Purchase Agreement, the Company agreed to provide inspection, reconditioning and distribution services. Correspondingly,Stone House with the right to designate one nominee to the Board of Directors of the Company will earn feesnot later than 60 days after the date of the Purchase Agreement. Mark Cohen, managing member of Stone House, was appointed as a director pursuant to the board nomination right granted to Stone House under the Purchase Agreement.

Pursuant to the Purchase Agreement, the Company agreed to reimburse the Standby Purchasers for the reasonable out-of-pocket costs and transaction income, and the regional partner may earn incremental revenue and enhance profitability through increased sales, leads, and fees from inspection, reconditioning and distribution programs. Inexpenses incurred by them in connection with the developmentnegotiation, execution and delivery of the regional partner program,Purchase Agreement and the transactions contemplated thereby, including reasonable and documented fees and disbursements of counsel to each Standby Purchaser. The Company tested various aspects of the program by utilizing a dealership to which Mr. Chesrown, the Company’s Chief Executive Officer has provided financingdid not pay or give, directly or indirectly, any commission or other remuneration, including underwriting discounts and commissions, in the form of a $400,000 convertible promissory note. The note matures on May 1, 2019, interest is payable monthly at 5% per annum and can be converted into a 25% ownership interest in the Dealer at any time. Revenue recognized by the Company from the Dealer for the year ended December 31, 2017 was $1,618,958 or 22,1% of total Revenue. Included in Cost of Revenue for the Company at December 31, 2017 includes $1,451,712 or 20.6% of Total Cost of Sales. Included in Accounts receivable at December 31, 2017 is $449,119 owed to the Company by the Dealer.
In addition, the Company presently subleases warehouse space from the Dealer that is separate and distinct from the location of the dealership, on the same terms as paid by the Dealer. This subleased facility serves as the northwestern regional distribution center for the Company. Included in accounts payable at December 31, 2017 is $30,000 for rent owed to the Dealer.
In connection with the NextGen acquisition,issuance of the Backstop Securities.

Proxy Settlement Agreement and Related Transactions

    In 2023, certain disputes arose between Tkach and Coulter, on the one hand, who are holders of greater than 5% of our outstanding common stock, and the Company and the then serving members of the Company’s management, on the other hand, which led Tkach and Coulter to submit a notice of intent to make nominations and submit proposals for consideration at our 2023 annual stockholder meeting (the “2023 Annual Meeting”). On June 15, 2023, the Company reached a binding settlement agreement with Coulter and Tkach relating to the matters in dispute, which was reflected in a binding term sheet (the “Term Sheet”). Pursuant to the Term Sheet, the Company agreed to take certain corporate governance actions, including selecting Tkach as a director and naming Coulter as a Board observer until the 2023 Annual Meeting, and nominating Coulter for election as a director at the 2023 Annual Meeting, and, for a period of 90 days following execution of the Term Sheet (the “Standstill Agreement Period”), Coulter and Tkach agreed to vote as recommended by the Board at any annual meeting or special meeting of the Company’s stockholders, and to refrain from calling any special meetings of the Company’s stockholders, granting or soliciting proxies (other than to named proxies included in the Company’s proxy card for any stockholder meeting), or making any nominations or proposals at any annual or special meetings of stockholders. The Company also agreed to reimburse the reasonable, documented, out of pocket advisor fees and expenses incurred by Coulter and Tkach in connection with their proxy contest, which were estimated to be $2.5 million.

On June 30, 2023, the Company entered into a ConsultingCooperation Agreement (the “Consulting Agreement”) with Kartik Kakarala, who formerly servedCoulter and Tkach, formalizing the parties’ agreements under the Term Sheet. Following Tkach’s initial term on the Board, the Cooperation Agreement provided for an appointment as a Board observer until such time as he was appointed as a director. Pursuant to the Cooperation
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Agreement, Coulter and Tkach have unrestricted access to attend and participate in any meetings of the Board or any committee thereof held while an observer to the Board. Substantially all of the terms of the Term Sheet and the Cooperation Agreement have been implemented, and the Company is not aware of any actions remain to be taken that are likely to lead to a material dispute among the parties as to the performance of their respective obligations thereunder.
Leases
The Company leases 24 properties consisting of dealerships and offices from related parties. Each related party lease is with a wholly owned subsidiary of the Company as the Chief Executive Officertenant and an entity controlled by Coulter and/or Tkach, as the landlord. The initial aggregate base rent payment for all 24 leases was approximately $1.2 million per month. Each lease commenced a 20-year term on September 1, 2021 and contains an annual 2% increase on base rent. See Note 10 for the right-of-use assets and liabilities associated with the related party leases.
In 2024, an additional related-party operating lease with a 20-year term was entered into for a property in Tallahassee, Florida, with initial annual base rate payments totaling approximately $0.4 million that increase 2% per year. This lease contains a purchase option.
Employment of NextGenImmediate Family Members
Coulter had one immediate family member who was employed by the Company until August 30, 2022 who received gross pay of $0.3 million, including the income from vested RSUs under the Plan during 2022. No payments were made in 2023.
Tkach has three immediate family members that were, or continue to be, employed by the Company. One of these family members was employed by the Company until February 21, 2022 and now serves asreceived aggregate gross pay of $0.1 million in 2022 and nothing in 2023. The second family member received aggregate gross pay of $0.5 million in 2023 and $0.4 million in 2022, including the income from vested RSUs under the Plan. The third family member received aggregate gross pay of $0.2 million in 2023 and $0.2 million in 2022.
Payments to Coulter Management Group LLLP
The Company remitted $0.1 million in 2023 and $0.3 million in 2022 to Coulter Management Group LLLP, an entity owned by Coulter. These payments were made to cover certain proportionate costs of the Company, including health plan and IT contract expenses that were shared among Coulter Management and the RideNow entities for a period of time after the acquisition.
Bidpath Software License
On January 19, 2022, the Audit Committee approved, and the Company entered into two agreements with Bidpath Incorporated, a company owned by Adam Alexander, a former director of the Company. PursuantCompany, that provided the Company with (i) a perpetual, non-exclusive license to the Consulting Agreement, Mr. Kakarala servesthen-current source code, as a consultantwell as all future source code, of foundational technology for our inventory management platform, and (ii) support and maintenance services, all of which remained in development prior to Company’s termination of the Company. The Consulting Agreement may be cancelled by either party,contract effective upon delivery of a written notice to the other party. Mr. Kakarala’s compensationAugust 31, 2023, pursuant to the Consulting Agreement is $5,000 per month. Forcontract’s terms.
The Company made no payments for the year ended December 31, 2017 thelicenses in 2023 and paid $3.6 million in 2022. The Company paid $40,000 underBidpath for support and maintenance services totaling $0.2 million in 2023 and $0.4 million in 2022. Upon termination of the Consulting Agreement.contract, we recorded a $2.6 million impairment for the remaining amount of capitalized costs.
Ready Team Grow, LLC
The Company paid $0.1 million in 2023 and $0.2 million in 2022 to Ready Team Grow, LLC for employee recruiting services. This amountentity is includedowned by the domestic partner of the Company’s former CEO, Marshall Chesrown. The Company’s use of the entity ended in Selling, general and administrative expenses in the Consolidated Statements of Operations. For additional information, see Note 2 “Acquisitions.”2023.
Promissory Notes
In connection with the NextGen acquisition of RideNow in 2021, the Company entered into a Services Agreement (the “Services Agreement”) with Halcyon Consulting, LLC (“Halcyon”), to provide development and support services to the Company. Mr. Kakarala currently servesassumed two promissory notes of $2.2 million as the Chief Executive Officer of Halcyon. Pursuant to the Services Agreement, the Company will pay Halcyon hourly fees for specific services, set forth in the Services Agreement, and such fees may increase on an annual basis, provided that the rates may not be higher than 110% of the immediately preceding year’s rates. The Company will reimburse Halcyon for any reasonable travel and pre-approved out-of-pocket expensesacquisition date due to entities controlled by Coulter and/or Tkach. Amounts due under these two promissory notes had been paid in connection with its services to the Company. For the year ended December 31, 2017 the Company paid $914,099 under the Services Agreement.
Asfull as of December 31, 2017,2022.
Payments to RideNow Management, LLLP
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On June 27, 2022, the Company repaid a loan of $0.7 million to RideNow Management LLLP, an entity owned equally by Coulter and Tkach.
RideNow Reinsurance Products
The Company sells extended service contracts, prepaid maintenance, GAP insurance, theft protection and tire and wheel products on vehicles sold to customers. Affiliate reinsurance companies previously controlled by and owned primarily by directors who were formerly executive officers of the Company participated in the profits of these products sold through the RideNow locations. The Company paid approximately $0.1 million to these affiliated companies during 2022. The related party relationship ended February 1, 2022.

NOTE 18 - SEGMENT REPORTING
Business segments are defined as components of an enterprise about which discrete financial information is available that is evaluated regularly by the chief operating decision maker in deciding how to allocate resources and in assessing operating performance. Our operations are organized by management into operating segments by line of business. Subsequent to the disposal of the automotive reportable segment, we have determined that we have two reportable segments as defined in GAAP for segment reporting: powersports and vehicle transportation services. Our powersports segment consists of the sale and distribution of new and pre-owned vehicles, principally consisting of motorcycles and other powersports vehicles. Our vehicle transportation services segment provides nationwide transportation brokerage services between dealerships and auctions. Our vehicle transportation services reportable segment has been determined to represent one operating segment and reporting unit. The accounting policies of the segments are the same and are described in Note 1.
The following table summarizes revenue, operating income (loss) from continuing operations, depreciation and amortization, and interest expense which are the measures by which management allocates resources to its continuing segments to each of our reportable segments.
($ in millions)PowersportsVehicle Transportation ServicesEliminationsTotal
2023
Revenue from external customers$1,310.2 $56.2 $— $1,366.4 
Revenue from other operating segments(1)
— 0.4 (0.4)— 
Goodwill and franchise rights impairment charge(60.1)— — (60.1)
Operating income (loss)(75.2)5.7 — (69.5)
Depreciation and amortization22.0 — — 22.0 
Interest expense77.2 — — 77.2 
2022
Revenue from external customers$1,404.9 $54.0 $— $1,458.9 
Revenue from other operating segments(1)
— 3.3 (3.3)— 
Goodwill and franchise rights impairment charge(324.3)— — (324.3)
Operating income (loss)(265.0)4.9 — (260.1)
Depreciation and amortization expense23.0 — — 23.0 
Interest expense52.1 — — 52.1 
(1) Primarily revenue from the automotive segment, which is reported as discontinued operations.
Total assets by operating segment as of December 31 were as follows:
($ in millions)PowersportsVehicle Transportation Services
Eliminations(1)
Discontinued OperationsTotal
Total assets at December 31, 2023$1,766.3 $4.0 $(844.0)$— $926.3 
Total assets at December 31, 2022$1,872.2 $3.9 $(860.3)$11.4 $1,027.2 
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(1)Related to the acquisitions of Wholesale, Inc. and Express, RideNow, and Freedom Powersports, and receivables and other balances for intercompany activities.
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NOTE 19 - DISCONTINUED OPERATIONS
In the fourth quarter of 2022, the Company announced plans to wind down its automotive business. As of June 30, 2023, the Company had promissory notes of $370,556 and accrued interest of $18,147 due to an entity controlled by a director andcompleted all substantial activities pertaining to the directorwind down of its automotive business, which represented a strategic shift having a major effect on our operations and financial results.

We have reclassified all direct revenues, costs, and expenses related to commercial operations of the Company. The promissory notes were issued in connection with the completion of the 2016 Private Placement on March 31, 2017. Interest expense on the promissory notes for the year ended December 31, 2017 was $158,740 which included debt discount amortization of $126,076. The interest was charged to interest expensewholesale automotive business, within loss from discontinued operations in the Consolidated Statements of Operations for all periods presented. We have not allocated any amounts for shared general and includedadministrative operating support expenses to discontinued operations. While ASC 205-20 does not explicitly require assets and liabilities of a discontinued operation to be separately presented in accrued interest under long-termprior periods when the disposal is other than by sale, we have presented related assets and liabilities as assets and liabilities of discontinued operations in theour Consolidated Balance Sheets.

On September 5, 2017, the Company executed $1,650,000 (“Principal Amount”) of Senior Secured Promissory Notes (the “Notes”) in favor of several investors, including certain executive officers and directorsDiscontinued operations consisted of the Company. following:
($ in millions)20232022
Revenue$24.7 $334.4 
Cost of sales23.7 323.4 
Gross profit1.0 11.0 
SG&A expenses2.0 11.9 
Impairment of goodwill— 26.0 
Depreciation and amortization— 0.1 
Loss from operations of discontinued automotive segment(1.0)(27.0)
Interest expense0.2 1.7 
Other income0.1 0.1 
Loss from discontinued operations before income taxes(1.1)(28.6)
Income tax provision (benefit)— (0.6)
Loss from discontinued operations$(1.1)$(28.0)
The Notes included an aggregate of $150,000 in original issue discount. Officers and directors held $1,214,144following table presents the carrying amounts of the Notes. On October 23, 2017, the Company completed a public offeringassets and used $1,661,075liabilities of the net proceedsdiscontinued operations, all of the offering for the repaymentwhich were current, as of the Notes in the aggregate principal amount of $1,650,000, plus accrued interest, which resulted in the termination of the Notes. Officers and directors received in the aggregate principal amount of $1,218,122, plus accrued interest of $4,144. For the year ended December 31, 2017 interest on the officer and director Notes was $118,121, including $110,000 of debt discount amortization and is included in interest expense in the Consolidated Statements of Operations.31:
($ in millions)20232022
Cash$— $1.8 
Accounts receivable, net— 1.3 
Inventory— 8.3 
Total assets of discontinued operations$— $11.4 
Accounts payable and accrued expenses$0.3 $3.1 
Vehicle floor plan payable— 5.3 
Total liabilities of discontinued operations$0.3 $8.4 

As of December 31, 2016, the Company had the BHLP Note payable of $197,358 and accrued interest of $5,508 due to an entity that is owned and controlled by a current officer and director of the Company. On March 31, 2017, the Company issued 275,312 shares of Class B Common Stock upon full conversion of the BHLP Note. The accrued interest is included in accrued interest under Long-term liabilities in the Consolidated Balance Sheets. For additional information, see Note 5 “Notes Payable.”
As of December 31, 2015, the Company had loans of $141,000 and accrued interest of $13,002 due to an entity that is owned and controlled by a family member of an officer and director of the Company. All convertible notes and related party notes outstanding as of July 13, 2016 were paid in full in July 2016.
NOTE 1320 – COMMITMENTS AND CONTINGENCIES
Legal Matters
TheFrom time to time, the Company is subject toinvolved in various claims and legal proceedings and claims whichactions that arise in the ordinary course of its business. Although occasional adverse decisions (or settlements) may occur,the results of litigation and claims cannot be predicted with certainty, as of December 31, 2023 the Company believesdoes not believe that the final dispositionultimate resolution of such mattersany legal actions, either individually or in the aggregate, will not have a material adverse effect on the Company’sits financial position, results of operations, liquidity, and capital resources.
Future litigation may be necessary to defend the Company by determining the scope, enforceability and validity of third-party proprietary rights or cash flows. As of December 31, 2017 and 2016 we were not awareto establish its own proprietary rights. The results of any threatenedcurrent or pending litigation.
NOTE 14 – SUBSEQUENT EVENTS
On February 16, 2018, the Company, through Borrower, entered into an Inventory Financingfuture litigation cannot be predicted with certainty, and Security Agreement (the “Credit Facility”) with Ally Bank, a Utah chartered state bank (“Ally Bank”) and Ally Financial, Inc., a Delaware corporation (“Ally” together with Ally Bank, the “Lender”), pursuant to which the Lender may provide up to $25 million in financing, or such lesser sum which may be advanced to or on behalfregardless of the Borrower from time to time, as part of its floorplan vehicle financing program. Advances under the Credit Facility requireoutcome, litigation can have an adverse impact on the Company maintain 10.0%because of defense and settlement costs, diversion of management resources, and other factors.
As previously disclosed, the advance amountCompany is conducting an investigation of certain allegations surrounding Marshall Chesrown’s use of Company resources. The investigation remains ongoing and as restricted cash. Advances under the Credit Facility will bear interest at a per annum rate designated from time to time by the Lender and will be determined using a 365/360 simple interest method of calculation, unless expressly prohibited by law. Advances under the Credit Facility, if not demanded earlier, are due and payable for each vehicle financed under the Credit Facility as and when such vehicle is sold, leased, consigned, gifted, exchanged, transferred, or otherwise disposed of. Interest under the Credit Facility is due and payable upon demand, but, in general, in no event later than 60 days from the date of request for payment.  Upon any eventthis filing, the Company has made no final determination as to what action to take. On July 7, 2023, Mr. Chesrown provided the Board a letter of default (including, without limitation, the Borrower’s obligation to pay upon demand any outstanding liabilities of the Credit Facility), the Lender may, at its option and without notice to the Borrower, exercise its right to demand immediate payment of all liabilitiesresignation (the “Resignation Letter”) describing Mr. Chesrown’s disagreement with several recent corporate governance, disclosure and other indebtedness and amounts owed to Lender and its affiliates by the Borrower and its affiliates. The Credit Facility is secured by a grant of a security interest in the vehicle inventory and other assets of the Borrower and payment is guaranteedactions taken by the Company, pursuantthe Board and certain of its members, and indicated his intent to a guaranty in favorpursue legal claims. The Company disagrees with the characterization of the Lender,allegations and secured byassertions described in the Resignation Letter. The Company and Mr. Chesrown conducted a pre-suit mediation in October 2023, as required in his employment agreement, but did not resolve the matter. On March 13, 2024, Mr. Chesrown filed suit against the Company pursuantin Delaware Superior Court for the claims asserted in his Resignation Letter. Mr. Chesrown is seeking a declaratory judgment that he resigned with good reason, termination compensation damages in the amount of $7.5 million, general and reputational damages in the amount of $50 million, punitive damages, attorney's fees and litigation costs. We intend to a General Security Agreement.defend these claims vigorously; however, we can provide no assurance regarding the outcome of this matter.
On February 20, 2018,During the year ended December 31, 2022, the Company notified NextGearincurred $8.4 million in charges for a settlement reached with former minority shareholders of RideNow. The charges were expensed as incurred and are included in selling, general and administrative expenses in the accompanying Consolidated Statements of Operations.
Letters of Credit
We issue letters of credit to secure the Company’s various financial obligations, including floorplan financing arrangements and insurance policy deductibles and other claims. The total amount of outstanding letters of credit was $10.6 million. We do not believe that it was terminating the Credit Line, and all security or otheris probable that any outstanding letters of credit documents entered into in connection therewith.  At the time of the notification, there was no indebtedness outstanding under the Credit Line. 
will be drawn upon.

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