Authorised Service Centres and Metro dealerships will create new business opportunities beyond Yamaha full-line franchises.
Dave Brown, Dealer Development and Trade Marketing Manager, Yamaha MotorYamaha is expanding its dealer network by introducing two new franchise formats: Authorised Service Centres and Metro dealerships, in a move to improve local customer access and create business opportunities beyond the traditional full-line dealership.
Yamaha operates 58 full-line dealers across the UK, offering the complete motorcycle, scooter, and junior product range, along with accessories, apparel, and full workshop services using genuine Yamaha parts and Yamalube lubricants. While Yamaha still has a couple of full-line dealer locations it wants to fill, their focus is on a profitable, sustainable network rather than simply boosting dealer numbers.
Dealer Development and Trade Marketing Manager, Dave Brown, said: “We have been focused on ensuring that the Yamaha network remains both profitable and sustainable. One way we’ve approached this is to ensure a good geographical spread, which helps protect margins, boost customer retention, and secure workshop bookings.”
Two new routes into the network
The new franchise options are designed to give Yamaha more flexibility in serving different markets and to attract businesses that may not suit a full-line dealership.
- Authorised Service Centres will have access to Yamaha diagnostics, digital service records, genuine parts, technical training, after-sales, and technical support. They will be authorised to carry out modification campaigns and recalls
- Metro dealerships will offer the same servicing and technical support but can also retail Yamaha’s 125cc motorcycles, scooters, maxi-scooters, and EV products
Both formats allow Yamaha to extend its reach without requiring every location to operate as a full-line dealership. Investment requirements focus on training and suitable showroom and workshop facilities, in line with Yamaha’s brand standards. Brown adds, “We want any new business partner to start strongly, so we make sure this investment is more than outweighed by the profit opportunity on offer.”
Data-led approach to dealer locations
Deciding where the new franchises will be most effective has involved detailed analysis of the UK market. Yamaha has mapped the country using a range of factors, including population density, historical Yamaha registration data, parc figures, realistic journey times between dealerships, local speed limits, and competitor activity. This approach helps pinpoint areas where an Authorised Service Centre or Metro dealership could improve customer access and complement the existing dealer network.
The new approach recognises buyers of larger-capacity bikes are usually willing to travel for a new purchase but prefer local servicing, while smaller-capacity bike and scooter buyers are more influenced by dealership location for both purchase and servicing.
“Both Yamaha Authorised Service Centres and Metro dealers will fill these gaps, giving customers confidence that they can buy and service their Yamaha with approved, knowledgeable, and local businesses,” added Brown.
Opportunities for potential partners
For dealers and independent motorcycle businesses, the two new formats offer a route into the Yamaha network without the full requirements of a traditional franchise. Yamaha aims to improve customer retention, expand access to authorised servicing, and drive sales of smaller-capacity models in under-served areas.
Yamaha is already contacting prospective partners and encourages interested businesses to contact Dave Brown at [email protected] or 07825 631318. Brown will also be available for an informal chat and a coffee at Yamaha’s stand in Hall 3 during Motorcycle Live.
Yamaha Motor
tel 07825 631318
[email protected]