Back in 2022, Honda launched its Yūshū Awards, celebrating the very best in customer care across Europe. This year two UK Honda bike dealers, JS Gedge of Pevensey Bay, Sussex, and Belle Vue Motors of Southend, Essex, scooped a series of Yūshū Awards for sales and aftersales performance.
Yūshū is Japanese for excellence, and winners receive a gold trophy and certificate. The awards are based solely on customer feedback: bike buyers complete a questionnaire after purchase, and the best-performing dealers are rewarded each year. They’re a genuine mark of customer satisfaction.
BDN’s Alan Dowds visited JS Gedge to see group sales manager Andy Gedge receiving the award from Honda sales manager Richard Schofield. Andy Gedge was a happy man: “We are so proud to have won a Yūshū Award for the third time. Our entire ethos as a family business is customer service, so it’s great to have this recognised. This award is a reflection of all our team’s dedication, from the sales guys to the technicians; they should be immensely proud of this achievement.”
Molly Foulkes, Honda Motorcycles aftersales manager, with one of the Yūshū AwardsMeanwhile, Belle Vue’s dealer principal, Dan Stilwell, said: “As I say to my team, I’ve always believed that ‘Good service earns trust, great service earns loyalty,’ and this award reflects a team that lives that philosophy every single day.”
Andy Mineyko, Honda UK head of motorcycles, said: “It’s great to have these awards recognising the commitment of our fantastic dealers across the UK deliver to our customers. This is a big part of what Honda stands for, and it comes to life every day thanks to the dedication, passion and commitment of our dealers.
“What makes this especially meaningful is that it is based on genuine customer feedback. I would like to thank Trevor Gedge, Andy and their team for consistently going above and beyond in the service they provide. As a family-owned business, Gedge has been looking after customers for many years, and I am sure they will continue to do so for many more to come.”
Sarah Roseblade, head of Honda UK’s customer division, said: “Belle Vue Motors’ commitment to outstanding customer experience is consistently reflected in its Yūshū achievements: highly commended overall in 2022 and sales winner in 2024. Reviewing customer feedback, two themes emerge: the team is regarded as ‘very helpful’, and the standard of service is ‘excellent’. This is a clear reflection of the collective effort and dedication demonstrated across the business.”