Yamaha made some changes this year for its annual dealer awards. Rather than handing out the gongs at an award ceremony during its annual conference, they went on the road with the trophies, visiting winning dealers from Verwood to Inverness and Basingstoke to Fleetwood.
Dave Brown, Yamaha’s dealer development manager, told BDN: “We did it a bit differently this year because at the end of 2025, we didn’t have a conference as such, meaning we didn’t really have any platform to present awards. So we thought, okay, let’s do something a bit different this year, and actually go to the dealers.”
Brown says the new approach benefits both Yamaha and dealers, in terms of social media content and wider recognition. “We’ve got a lot of social media content; it engages with people, they can react, and the dealers can share it on social media themselves.”
Yamaha used its own social media resources through an agency to increase the promotion values of its presentations. “It gives it a bit of credence, when the manufacturer actually puts together a glossy video, a bit of slow-motion and handshakes; you can’t beat it!” said Brown.
There was a lot more work in organising the awards, though, with Brown and other Yamaha staff criss-crossing the country. “Logistically, it was quite challenging! But it was actually really good fun, and I think the dealers enjoyed it.”
The awards themselves went to a wide range of dealers, with Raceways in Fleetwood, Lancashire taking two awards: The Yamaha Training Academy Distinction and Parts and Accessories Sales Achievement prizes.
All the winners
- Excellence in Marketing Engagement
QBS Powersports, Maldon, Essex - Outstanding Marketing Event
Crescent Motorcycles, Verwood, Dorset - Excellence in Salesforce Engagement
Mott Motorcycles, Basingstoke, Hants - Outstanding Visual Identity
Tamworth Yamaha, Tamworth, Staffs - Yamaha Training Academy Distinction
Raceways Motorcycles, Fleetwood, Lancs - Parts and Accessories Sales Achievement
Raceways Motorcycles, Fleetwood, Lancs - Outstanding YOU Yamaha Finance Engagement
Mitchells Motorcycles, Inverness - Outstanding Customer Service (CSI)
Alf England Motorcycles, Bedworth, Warks - Yamalube Sales Achievement
DRD Motorcycles, North Walsham, Norfolk - Outstanding Brand Ambassador
Tinklers, Norwich, Norfolk