Going it alone

In twenty years of trading, Speed Superbikes has never wanted or had a franchise and is prospering in its independence.

In the current retail environment and at a slow-sales time of year, it’s refreshing to find a used motorcycle retail business taking its staff out for dinner to celebrate 20 years of trading. Say hello to Speed Superbikes of Exeter, which usually has more than 100 pre-owned bikes on the floor and offers customers a full range of services, including finance, warranty, part exchange and delivery, all without any of the franchised brand restrictions.

According to company founder Graeme Burford, independence was his philosophy from day one. He didn’t want to be beholden to anyone else in order to run his business, and the fact that it’s still going very strongly after a couple of decades is a good indicator that the original concept has a lot going for it. Burford admits that in the early days, there were a few dodgy moments, but they’re behind him now. The company owns its premises and there is no debt to be fed, which has allowed him to step back from the day-to-day running of Speed Superbikes, a position now held by Manda Knight.

According to Knight, most of the staff have been there since the business started, and they work together as a united team, adding: “Compared to the franchised dealers in the area, we are regarded as more traditional, and our customers like that.”

Burford went on to explain: “A good friend who used to run a big dealership said, and I’ve never forgotten his words, ‘Graeme, you’ve got the best franchise of all.’” Really? I replied. ‘Yes, they’re all second-hand.’” Burford added, “I don’t like being told what to do, and some of the bigger brands can be very controlling.”

Burford started importing and wholesaling bikes from America when he was 17, and he’s now in his 60s, so he’s got an experienced idea of how motorcycle sales work! The retail side of the business, according to Burford, got going in a “rented giant tin can”, a corrugated steel shed. After the first year, a local Saab dealer in Exeter went bust, and after some consideration, he sold his flat and took over the site opposite Exeter’s St Davids station. He was there until 2016, when the present premises came up for rent, only a few miles away on the Marsh Barton trading estate. After a lot of haggling with the agent, he managed to buy three units right where he wanted the business to be – on a main road in the middle of the trading estate. Two of the units were then converted into Speed Superbikes showroom and workshops, with the third being rented to generate additional income.

Burford has now stepped back from the day-to-day management of the company, and control is now in the hands of Knight and accountant Lisa Liddle. Burford says that 20 years of trading and the range of services and products offered by Speed have promoted customer confidence to a level at least on a par with franchised dealers in the area, particularly in the current commercial climate.

Another trading plus for Speed is that it is open seven days a week. Also, and it’s a difficult aspect to quantify with most of the staff having been there for many years, the atmosphere is very relaxed, and customers pick up on that. There is a lounge area with a drinks machine where bikers can meet up and socialise – it’s not all about taking their money!

To some extent, this attitude is reflected through the trade as Speed has many dealers who send them regular lists of their available used stock, and as Burford points out: “You need to be fair with dealers. You can’t just give them a fixed bid; you have to be flexible, it’s better for everyone to work hand-in-hand.”

Speed sells around 500 motorcycles (they will not call them units!) per year, and most of those sales are made through the internet on sites like Bike Trader or eBay. Like all companies that trade online, someone needs to be looking at the screen most of the time. There are nine full-time staff, split between sales, workshop, management and accounts, and some part-time staff who help out as and when needed.

All the expected customer services and more are available from Speed: a three-month parts and labour warranty, including a service carried out prior to collection or delivery at £75; six months’ breakdown cover for £60; and extended warranties. Competitive finance deals are offered from recognised lenders. All Speed’s retail bikes leave the shop with more than just a PDI – a full workshop inspection also covers chains and sprockets, tyres and brakes and anything that needs replacing is changed. In other words, just because Speed isn’t a franchised dealer it doesn’t mean that the customer gets shortchanged – quite the reverse, in fact.

Happy 20th anniversary!
Speed Superbikes
01392 211246
www.speedthrills.co.uk