Sherco has apologised to dealers and customers for the recent lack of transparency regarding its UK operations “resulting from a complex transition to a new direct sales strategy”. Moving forward, the company claims this change will quickly prove successful, as Sherco has already seen in France, Spain, Germany, Austria, Belgium and the Netherlands, all markets that have already transitioned to a direct sales strategy.
The transition started at the beginning of December, when the French motorcycle manufacturer moved to the new direct model which, it says, means approved dealers will be able to take advantage of better conditions and gain access to enhanced benefits, with supply directly from the Sherco Factory HQ in Nimes, France.
Speaking about this latest strategy, Sherco CEO Marc Teissier said: “Firstly, I would like to thank Malcolm Rathmell Sport for all its work with Sherco in the UK over the last 24 years. We have shared good memories and many successful years of partnership. However, the world is becoming more globalised and in order to stay competitive and responsive against other manufacturers that supply directly, Sherco needs to adapt to protect and support its dealer network.”
Sherco also took the opportunity to announce a new dedicated UK team, headed by former Eurotek boss Mark Jackson, with support from Sherco’s nine-times World Championship winning duo Emma Bristow and James Fry. The trio combines experience, energy and knowledge in enduro and trials, as well as 18 years of experience in direct supply from Sherco factory HQ, ensuring a solid basis to develop the brand in the UK.
Jackson, well known for his support at International Hard Enduro events as well as more than 20 years of UK dealership insight, makes the transition from dealership to manufacturer, which means he understands first-hand the challenges of a modern UK dealership – experience he has used to help develop Sherco’s new UK trade offerings.
Bristow also sees this as a natural progression for her career: “It’s been a lot of fun planning our strategy together, and I will still compete, but having a long-term plan to continue my relationship with Sherco beyond competition excites me. I look forward to getting my boots dirty with test days, rider development and supporting all authorised dealers.”
Fry, a top trials rider himself, added: “I’ve ridden with Sherco for 17 years and having the opportunity to join the commercial team is incredible. I’m enjoying working with and learning from Mark; his experience in the motorcycle industry is mind-blowing. I look forward to working with dealers on new sales initiatives, giving more people the chance to try a Sherco, and developing our new Sherco UK Trials Academy Team with a high level of support at many UK events next year.”
- Trial Enquiries – James Fry
074 69 929685
[email protected] - Enduro Enquiries – Mark Jackson
07786 267330
[email protected]