The Oulton Park British Superbike test event in April was the venue for Yamaha Motor UK’s dealer conference. And in between watching their man Brad Ray going very fast on an R1 superbike, Yamaha management took the opportunity to recognise dealers across the UK for their outstanding contributions over the past year, handing out its 2024 awards to the best-performing dealers.
Lee Neesham, country manager for Yamaha Motor UK, personally congratulated the award recipients and distributed the trophies.
Outstanding Marketing Event Award
Ian Bell Motorcycles
Bedlington, Northumberland
“Ian Bell Motorcycles hosted a launch night for the highly anticipated Yamaha R9. The event drew a crowd of passionate biking enthusiasts. In attendance was 2024 British Superbike Champion Kyle Ryde, who took time to meet fans and talk all things racing. The lads from the popular motorcycle podcast Chasin’ the Racin’ were also in attendance,” said Jo Morgan (Yamaha brand specialist, dealer development and trade marketing).
Excellence in Salesforce Engagement
Mott Motorcycles
Basingstoke, Hampshire
“Salesforce forms a large part of our future as a company and will continue to evolve, integrate and benefit customers, dealers and distributors. Mott Motorcycles have consistently shown a proactive, cooperative and 100% committed approach to utilising Salesforce, setting a benchmark for dealer engagement across the entire Yamaha Motor Europe dealer network, receiving regular plaudits and references at all levels,” commented Dave Brown (manager for dealer development and trade marketing).
Outstanding Visual Identity Implementation
Lind Motorcycles
Newmarket, Suffolk
Dave Brown also presented the VI award. “Lind joined the Yamaha family in 2024 and took great pride in delivering their new Yamaha showroom, meeting the very highest standards with regards to the Yamaha Visual Identity program, ensuring the VISIT element of the customer journey is the best possible experience.”
Outstanding Customer Service Award
Alford Bros
Folkestone, Kent
“Providing a high level of customer service is paramount in retaining customers to a business or brand. Adapting to maintain that high level in the face of increasing competition and customer expectation, across all areas of the business, is an even tougher challenge. Therefore, for the second consecutive year, Alford Bros has achieved this award, demonstrating a customer-centric approach that is successful for both their business and Yamaha,” commented Karl Radley (manager for aftersales).
Parts & Accessories Sales Achievement Award
Tinklers Motorcycles
Norwich, Norfolk
Tinklers impressed Yamaha parts and accessories divisional manager, P&A Gareth Sloane.
“Tinklers continues to set the highest standards with their dedication to providing expert knowledge that has set them apart, ensuring customers are always offered genuine Yamaha parts and accessories as a first option, leading to an outstanding customer experience.”
Yamalube Sales Award
Flitwick Motorcycles
Bedford
Gareth Sloane also appreciated Flitwick’s lubrication sales efforts: “Flitwick Motorcycles provide exceptional customer service both in the showroom and online, demonstrating a proactive approach to e-commerce sales. They continuously evolve their online sales strategies with fresh ideas to boost revenue. Having been the UK’s top Yamalube dealer for over four years, they continue to see growth, with a 20% increase in sales compared to 2023. Additionally, they are highly proactive in parts sales, both online and in-store, continuing to see strong growth each year.”
Outstanding Brand Ambassador Award
Crescent Motorcycles
“This award goes to a long-established dealer that is about to celebrate 75 years in the business. Crescent not only supports the range of road and off-road PTW products but is synonymous with racing at an international level and supporting track riding through its Pro-Shop. They engage in customer experiences, supporting an off-road adventure school and supporting racing in many national disciplines. Crescent have their own comprehensive e-commerce site and remain one of the most proactive dealers in marketing expertise with strong marketing across all platforms from local events through to local digital marketing and a strong social media presence,” said Adam Kelley (Yamaha general manager, land sales).
Yamaha Training Academy Distinction Award 2024
Woodford Motorcycles
East London
Karl Radley also recognised dealer investment in staff training. “As our business continually changes, self-improvement is essential to setting the standard and staying one step ahead, ensuring that we are as prepared as we can be. In 2024, Woodford Motorcycles committed to making self-improvement a priority through the Yamaha Motor Academy, making full use of the training available, the rewards of which we hope were reflected in their own business achievements and their reputation within their customer base and beyond.”
Excellence in Marketing Engagement
Sycamore Motorcycles
Peterborough, Cambridgeshire
For the marketing award, Drew Irvine (brand specialist, PTW and SPV) recognised Sycamore Motorcycles’ efforts. “2024 proved to be a year where taking the fight to the marketplace was more valuable than ever, with customers more vigilant and discerning than ever. It proved to be incredibly important to be active in marketing your dealerships, stepping outside traditions and accepting some risks. We want to recognise Sycamore’s incredible efforts with their marketing in 2024, with a real highlight being Steve Wong’s willingness to put himself in front of the camera on social media to captivate sales leads. It’s no easy thing to put yourself out there in front of an audience, but it certainly got our attention, and we’re sure it got the attention of prospective Yamaha customers.”
Outstanding Yamaha Finance Engagement
Mitchells Motorcycles
Inverness, Scottish Highlands
“Mitchells consistently sells the benefits of finance as part of the sales process and is a strong advocate for Santander’s Gateway 3Sixty, which has led to high retention of finance customers and strong penetration,” said sales manager Barry Wharmby.