Completely Motorbikes (CM), the UK’s leading supplier of used high-end bikes and holder of 16 franchises, continues its relentless drive to expand and reach new audiences.
The latest promo push was a debut attendance at Sywell Classic Pistons and Props event at the Sywell Aerodrome, Northamptonshire. Invited by organiser Live Promotions to attend, CM displayed 28 machines for sale plus four CCMs for test rides.
Also on the stand was CM-sponsored BSB rider 20-year-old Max Cook with his BSB Kawasaki Superbike and Superstock machines. CM MD Rob Ayland, interviewed him on CM’s massive display trailer and announced they had signed a further two-year contract to continue as the BSB series’ main sponsor.
Cook, in his first year as a full-time pro rider, will next year be joined in the CM FS3 Kawasaki team by seasoned BSB rider Jason O’Halloran. CM currently supports 12 riders in various classes at BSB and attends all rounds with CM’s giant truck and trailer.
“We are passionate about bikes, and we are here at Sywell with its 25,000 crowd to make new friends and reach a different audience,” said Ayland, whose son James, CM’s bike sales director, was also in attendance.
“We always see a sales bounce after a BSB round, and at MotoGP, where we have exhibited at the British round for the past three years. One customer has bought a bike from us each time at MotoGP.
Completely Motorbikes MD Rob Ayland and sponsored BSB rider Max Cook, address the Sywell bikes, cars and planes crowd from the CM promo trailer“I would like to see more manufacturers and dealers supporting these leading events,” added Ayland. “Usually, we are the only dealer with a presence. For example, no manufacturers were displaying at the Oulton Park BSB round.”
Ayland said CM aims for 8000 bike sales and £100m turnover in 2023. Already with 21 sites, CM is contemplating possible expansion into Ireland and France and taking on further franchises to add to its portfolio of 16, including CCM, Triumph, Yamaha, Kawasaki and Maeving electric bikes.
“We are looking at the geography of what we do and franchises we don’t represent,” he said. “And we plan to display at some main adventure bike festivals next year and have more open days.”
Explaining CM’s diverse portfolio of new and used machines, Ayland added: “We call ourselves the country’s best superbike dealer. To us, the term superbike encompasses adventure bikes, scrambler-style models, cruisers, retros, and sportsbikes.
“The whole industry is moving to lifestyle, and we are alert to the trend. Also, we believe in solus premises. At Triumph Chester, we were in the top five in our first year of trading. We are keeping the momentum up and planning to expand in the spring.”
CM has more than 200 staff working on bike sales and promotion. The Sywell debut came in the middle of a straight run of six weekends of outdoor events, including BSB rounds and the CM Kawasaki Yeovil open day.