Autotrader held its 18th annual awards ceremony, with prizes for car, truck, van and motorcycle dealers at an presentation evening in London. The firm crowned three winners in its Bike Retailer of the Year category, while also handing out gongs to the dealers that delivered the best customer experience, based on an extensive mystery shopping programme.
The top accolade within the dedicated motorcycle category – Bike Retailer of the Year – was awarded to three of Autotrader’s 600 bike retailer partners, split by size. TMS Motorcycle & Automotive took the prize for fewer than 25 bikes, Hastings Motorcycle Centre won in the 25-50 bike class, and P.F.K. Ling won in the more than 50 motorcycle sector. Winners were determined by a combination of in-depth analysis of millions of data points on the Autotrader platform and the results of the mystery shopping programme.
The mystery shoppers also decided the customer service awards. SOR Motorcycles (fewer than 25 bikes), The Bike Buyer (25-50) and North Oxford Garage (more than 50) won the prestigious Autotrader Bike Customer Experience award. These businesses demonstrated consistently high standards across every stage of the customer journey, from initial enquiry through to in store interactions and follow up.
Commenting on the winners, Autotrader CEO Nathan Coe, said: “Bike retailers are operating in a fast evolving market, where customer expectations are higher than ever. The retailers we’ve recognised this year are those who truly understand what modern bike buyers value, offering great service, transparency, and a seamless experience both online and in-store.
“Our judging process is completely independent, it’s unbiased, and it’s data and fact-based. So, these winners should be incredibly proud, not only of their achievement but also of the standards they’re setting for the industry.”