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‘Triumph was the right way to go’

Triumph Motorcycles has appointed Premier Bikes to represent the Hinckley brand in the Oxford area.                           

Dealer Principal Andy Valentine will be operating the Triumph dealership from his existing site in Wootton, which is currently undergoing a comprehensive refurbishment.

Commenting on the new addition to the Boars Hill site, Valentine said: “We are delighted to be appointed the main Triumph dealer for the Oxfordshire area. We have a long history of excellent sales experience and providing first-class service with our current brand and look forward to extending the same level of professionalism and customer service to our new Triumph clients.”

The dealership, which will be known as Triumph Oxford, effectively replaces Hughenden M40 near Thame, which gave up the franchise in September last year (Long-serving dealer bitter at Triumph split, BDN March).

Triumph said it had been working hard to find an alternative dealer to cover the Oxfordshire area and was “delighted to confirm that Andy and Tracey Valentine of Premier bikes have agreed to take on the franchise and will be representing Triumph from their Wootton premises”.

Wootton is six miles south-west of Oxford city centre.

Premier Bikes already has a long-established reputation as a KTM dealer and has extended its existing premises to accommodate a dual-franchise operation.

Triumph stock was delivered on 8 July, and Valentine hopes to sell 150 to 200 machines next year, plus increase his used sales from 600 to 700. With 600 new KTMs going out of the door, that would take total annual sales to a minimum of 1500 – “that’s a lot of number plates to make up, put it that way,” said Valentine.

“The exciting thing about Triumph is that it is rebranding itself and creating really nice stores. We want to work in a nice store and invest some money into our shop and display nice motorcycles.

“First and foremost we are enthusiastic motorcyclists. We could be selling other things that could probably make us more money but we don’t do it because we love motorcycles.

Valentine established Premier in 1997 and has been in the motorcycle trade since 1985.

Over the years the dealership, which began life in Didcot, Berkshire, eight miles to the south, has grown significantly and in 2003 took on KTM, quickly achieving the status of a full-range dealer. Its website says it is “a major player in the UK dealer network and very highly respected by the KTM UK team”.

Premier Bikes moved to its current site in April 2017.





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