South Yorkshire dealership Via Moto has announced a new partnership with Yamaha Motor UK, making it the tuning fork firm’s latest outlet. The store will sell the full range of new Yamaha bikes, scooters and three-wheelers alongside a wide selection of used bikes and an extensive clothing and accessory range.
BDN last spoke to Via Moto MD Matthew Gilder in August 2024, when he took the decision to relocate to Barnsley from Sheffield. A new Clean Air Zone and increased costs had made the Sheffield operation unviable, so Gilder sold the building and downsized to smaller premises in Barnsley. The firm’s original 2024 plan also involved dropping the Piaggio Group franchise and focusing on used bike sales. So returning to new bike retailing with Yamaha is an encouraging sign for the trade in Yorkshire and beyond.
“We’ve always aimed to raise the bar,” said Matthew Gilder. “Partnering with Yamaha, one of the most admired and forward-thinking brands in motorcycling, allows us to offer even greater value, choice, and excitement to our customers.”