Register / Sign in



There are few places harder than London to run a viable dealership. Rising rents, bike theft, staff costs – they all make it tough to survive on the mean streets inside the North and South Circular roads.

But south-eastern chain Lind Automotive has opened a slick new Triumph showroom right in the heart of town, under Vauxhall Station’s arches and just across the road from the famous MI6 building. Triumph London aims to give fans of the Hinckley brand a new outlet in the capital, complete with in-house servicing bays, clothing, accessories and bike sales. It’s the first Triumph dealer in central London since Metropolis Motorcycles closed down, just over a year ago.

BDN went along to the chi-chi celebrity-studded opening at the end of November, and listened to Lind’s managing director, Russ Dacre, chatting about the firm’s plans. Lind has been taking over much of the Triumph landscape in the south-east, and now runs three dealerships, including the newly opened Triumph North London in Watford, Triumph East London in Romford and Jack Lilley Triumph in Ashford, Middlesex.

The new Vauxhall showroom is a few arches up from the former Metropolis multi-franchise location, and is fairly compact, occupying just one arch space. The front of house is taken up with new bikes and a small clothing and accessories department, while the workshop space dominates the back end of the arch. There’s limited working space though, with just three benches set up, where owners can watch their bikes being fettled.

The compact size of the service area looks like it could be a bottleneck at busy times. However, the plan is for Lind’s other stores to assist with logistics. Bikes that need more in-depth repairs can be transported to one of the bigger locations out of town, and parts and accessories will also be shuttled between showrooms as needed.

Lind MD Russ Dacre said: "The Lind Group is delighted to have been given the opportunity by Triumph to open a boutique-style dealership in the capital. This central London store is a wonderful accompaniment to our three existing Triumph dealerships in east, west and north London. Triumph London offers an industry-leading outlet for motorcyclists of London to experience the world of Triumph, along with a convenient and easy-to-access workshop.

"This exciting new dealership will be home to Triumph owners of London, but also a place for motorcyclists to stop by and enjoy a complimentary coffee to break up their ride.”

Full story in the January issue of BDN. › dealers › triumph-london