After 66 years in the two-wheel trade, 54 years trading as C.G. Chell Motor Cycles and 30 years as EasyRider Europe, Cyril Chell is now calling time. His Marston Road, Stafford properties are being sold to another motorcycle dealer in a deal to be announced shortly.
As with many long-established motorcycle businesses, there were very humble beginnings, and behind it was a proprietor who was not only driven and extremely hard-working but also an entrepreneur with an excellent eye for a business opportunity or a good deal.
Chell’s journey in the two-wheel motorcycle trade started in 1958 at Halfords in Stafford. Moped repairs were Chell’s thing, and in those days, they were Raleigh mopeds – made in Nottingham – and German NSU motorcycles. Chell was at Halfords for four years before going to work at E.A. Boult Motorcycles, where he worked for eight years and learned all aspects of the trade. When the family sold the business, it allowed him to start out on his own, but it wasn’t easy, and he worked the night shift at GEC while running the shop during the day to make ends meet!
Originally, Chell sold mainly used parts for British bikes, with Hondas coming from Bill Smith in Chester. He then took on the Triumph, Norton and BSA franchises, which proved very successful and firmly established the firm. Within six months, C.G. Chell had secured a direct franchise with Honda, and this marked the start of a 45-year relationship which only came to an end in 2014.
The recent decision to sell up means all the stock – bikes, parts, engines, tyres, accessories, clothing, helmets, fixtures and fittings, point of sale, workshop, and office equipment is for sale, together with classic clothing, posters, pictures, and books.
The Easy Rider name is also for sale, for which Cyril has the intellectual property for the UK, EU, China and India. Anyone interested will be put in touch with his agent.
Cyril, a former TT rider, European Grand Prix competitor and speedway rider, thanks his customers and suppliers for their many years of support and says he is looking forward to some extensive travel plans once the sale details have been finalised.
The full story and an exclusive interview with Cyril will appear in the May issue of BDN.
C.G. Chell Motor Cycles
01785 251975