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Wheels keep turning with new Honda store

Honda’s coverage in the East Midlands has been extended by the opening of Wheels Honda Leicester. The new store is part of the same group as Wheels Honda Peterborough 37 miles away and its next-door neighbour Wheels Motorcycles, a Kawasaki and Piaggio Group dealership. All three stores are owned by Neil Steen’s Rider Motorcycles Ltd.

Simon Garrett, general manager of both Honda stores, explains how the expansion came about. “We started out looking for a separate workshop facility because Peterborough was so busy, then we thought we may as well tack another shop on.

“Peterborough sold 600 new and used Hondas last year and customers were coming from Leicester because there hasn’t been a Honda dealer there for several years. We found our site last August and opened in January.”

In fully-refurbished leased premises, Wheels Honda Leicester is beside the main A50 road linking the city centre with Junction 22 of the M1. Next-door to a Halfords branch, it is in an industrial area undergoing redevelopment.

Rory Macrow is the site’s sale manager. “Honda was very helpful in working with us,” he says. “Some people thought January was an odd time of year to open but it gave us time to get everything up and running, ready for the sun to come out. I am 100% confident that we’ll hit our targets this year but it won’t happen in the first six weeks. We’ll need people to find out we’re here, although some have already called by to say it’s nice to see a Honda dealer opening.”

Garrett revealed: “We are looking at more makes and further expansion, not just in Leicester.”  

Full story in the next issue of BDN.



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