Victor Motorcycles of Bristol, a three-generation family business, celebrates 65 years of continuous service to the city’s biking community in May.
“We are stronger than ever,” says Sean Kelly (30), grandson of founder 89-year-old Roy Kelly, who in 1959 started the business in a shed on Victor Road, Bristol.
“Last year was the best year in Victor Motorcycles’ history,” adds Sean, who took over running the business in 2018. “We think we can improve on that in 2024 and may be taking on an extra full-time mechanic.”
The workshop, showroom, and mezzanine in a 200-year-old former fire station are undergoing improvements as Victor staff already look ahead to their 75th anniversary in 2034.
34 years, same premises!
In 1992, the business moved to its current West Street, Bedminster, Bristol, premises. By this time, Roy’s son Doug was involved, building up a loyal customer base over a 30-year period. Doug, now 62, continues to work two days a week.
Purchasing manager/director Rosie Kelly joined in 2018. She met Sean when taking her bike in for an MOT. They married last May.
Rosie handles accounts, bike sales, parts, stock and bookings.
So the three-generation Kelly bloodline beats in triplicate at Victor Motorcycles. And, who knows, a fourth generation may one day fly the Victor standard.
Service for all
“We live and breathe motorcycles,” says Sean. “Our main sources of income are MOT tests, service and repairs, and used bike sales.
“Service work on all main marques is offered. For example, we have all the service tools and diagnostics for Triumph. We cover Japanese, Harley-Davidson, Vespa … you name it.
“We also carry out accident repairs, fit tyres, chains, fork seals, and accessories, and supply clothing and accessories. We also have our own-branded merchandise – T-shirts, hats, hoodies, and so on.”
Adds Rosie: “Last year was our best yet. Our MOT volume had kept us under the VAT threshold, but by 2022, servicing and sales started outstripping MOTs, and we became VAT-registered. Last summer, service demand was so high that we had a two-month waiting list.
“Nowadays, we are much more fast-paced, and the range of bikes we work on is vast. Sean will have one bike on the bench from the 1980s needing a new top end, and the next will be a 2023 model in for first service and a line-up waiting.
“Most of our customers are commuter riders, though we have a fair number of leisure riding customers. We also do some work on delivery bikes.”
Clean air boost
Victor Motorcycles was given a minor trade boost when the Bristol Clean Air Zone came into force in November 2022. It stimulated interest in used lightweights, particularly mopeds, from older car owners whose driving licenses allow them to ride them without L-plates.
Consequently, Sean took a keener interest in buying 50cc machinery. Most of his used bike stock comes from his wide customer base, which also provides most of his used bike buyers.
He monitors all aspects of the trade. This includes working on electric two-wheelers, including leading marque Zero, and Chinese products.
The business has never taken on a franchise, Sean arguing that his showroom isn’t big enough. That said, he has given it serious thought, a lightweight Chinese brand being an obvious first step. But he’s being cautious. Better quality manufacturing is needed, he says, before he will consider taking one of the Chinese players under his wing.
Being a hands-on mechanic over a wide spectrum of machinery, he is ideally placed to judge on what does and doesn’t cut it in terms of quality and reliability.
His view is similarly circumspect on electric bikes. Until Honda or Yamaha, or one of the other top brands, comes up with product that rivals ICE machinery they remain at arm’s length.
Race ’em, sell ’em
To promote the business and experience the thrill of competition, Sean took up flat track racing in 2016, riding in Wales, Lincolnshire and Peterborough, as well as locally. He won the 2022 DTRA national vintage two-stroke championship in 2022, riding a 1973 Suzuki TS400 built in the workshop.
Last year, he made his Weston-Super-Mare beach race debut on a 300 GasGas. He intends to ride again this year. This massive event attracts around 2000 riders every year.
To further promote and celebrate 65 years, Victor Motorcycles is giving customers a discount of up to 65% on clothing and £65 off used bikes, and there are plans a 65th-anniversary customer ride-out in the summer.
Ten year plan
Looking ahead, grandson boss Sean Kelly says: “We have a ten-year plan which includes extending the mezzanine to include a coffee shop, waiting room, kitchen and staff room. And, as I mentioned, we may be taking on a full-time mechanic.
“My grandfather, father and I are very proud that we have kept the business up and running for 65 years. We have tried to move with the times, and we are determined to continue our service looking after our customers and keep Bristol commuter riders, in particular, on the road, no matter what type of machinery they ride.”
Victor Motorcycles Timeline
1920 Formation of A.R. Morris (Crewe) Ltd
1959 Victor Motorcycles founded by Roy Kelly in a shed on Victor Road, Bristol, dealing in used British bikes, service, and repairs
1982 Roy’s 20-year-old son Doug joins the company after working as a carpenter. Japanese lightweights, especially the Honda C90, provide most of the work
1992 Age 57, Roy and son Doug relocate Victor Motorcycles to 208 West Street, Bedminster, Bristol, and make it a limited company
2002 Doug Kelly takes over. Roy remains involved
2013 Sean Kelly (18), the grandson of Roy, joins after an apprenticeship at JHS Racing, Bristol
2018 Sean takes over. Rosie Free joins as purchasing manager
2019 Victor Motorcycles celebrates 60 years
2022 Bristol introduces Clean Air Zone, stimulating interest in lightweights and mopeds. Used bike sales: 12. Sean Kelly wins DTRA vintage two-stroke national championship. Victor Motorcycles becomes VAT registered
2023 Sean marries purchasing manager/director Rosie. Used bike sales reach a record total of 21. MOT tests also hit a record – 1100
2024 Victor Motorcycles celebrates 65 years of continuous business. The Kellys anticipate another record year