New format for Suzuki’s dealer conference

It was a case of all change for Suzuki GB’s 2025 annual dealer conference. While the event saw the usual awards, networking, two-way communications and news announcements, it took place at a new venue – the De Vere Cotswold Water Park Hotel. And there was also a revised format, focusing on dealer feedback via a more open forum. That provided the opportunity to deliver feedback on a range of topics, ranging from marketing to aftersales support and more.

Following the conference, attendees were invited to a black-tie gala award dinner, with speeches and a sake toast delivered by Suzuki GB’s assistant to the managing director, Yuki Nishizawa, director of motorcycles, Paul de Lusignan, and head of motorcycles, Jonathan Martin. There was also a guest speaker: racer Perry McCarthy, best known as The Stig from BBC’s Top Gear.

After the dinner, an awards ceremony marked a total of 90 years of combined Suzuki service by five dealers. Waltham Cross Motorcycles, Two Wheel Centre, and Chelmsford City Motorcycles each celebrated 10 years, while Road & Racing Motorcycles marked 20 years and Bill Smith Motors surpassed 40 years with the Japanese brand.

There were also accolades for MME Motorcycles as 2024’s Aftersales Dealer of the Year; Castledine Motorcycles, which collected the Customer Experience Dealer of the Year award; Cupar Motorcycles, recognised as Sales Dealer of the Year, and JT’s Motorcycles, which picked up the coveted Dealer of the Year Award.

Suzuki Finance and Insurance also handed out a pair of gongs: JT’s Motorcycles was the Finance Dealership of the Year, and Daytona Motorcycles was the standout dealership for Suzuki Insurance.

Jonathan Martin, Suzuki GB’s head of motorcycles, said: “We are always interested in dealership feedback and like to maintain a two-way line of communication. However, this year, it was especially important for us to alter the conference format to focus on an open forum-type approach. It is no secret that it has been a difficult period for the whole industry – both at manufacturer and dealership level – so rather than focusing on simply presenting to our dealership partners this year, we geared this conference entirely around them.

“This allowed dealers to freely provide feedback, insight, and concerns on various topics. I think it was incredibly valuable for both parties, and it gave us things to take away and work on to make improvements where we can. Suzuki dealer partners are at the core of our sales results, and engaging with them in the way we did means we will all have a positive year in 2025.”