Brayleys Vehicles managing director is signing-up a motorbike coaching faculty (and a burger van) to spice up the enchantment of its recently-opened Honda franchise with bikers after being impressed by the success of its two-wheeled gross sales.
The St Albans based mostly AM100 automotive retail group has swelled its franchise relationship with the Japanese OEM by six areas after attracting funding from shareholders AW Rostamani in 2019 however Paul Brayley spoke to AM in regards to the explicit success of the group’s first foray into two-wheeled mobility.
Brayleys Bikes was launched on the former Glyn Hopkin dealership in Romford in November final 12 months and Brayley is already eyeing vital success, with hopes of 1,000 annual gross sales from a standing begin within the sector.
“Once we acquired the positioning, it was clear that it was monstrously huge, having been in-built Honda’s 2005/2006 heyday within the UK. It was clear that we would have liked to twin franchise,” Brayley displays.
“We determined to place Honda Bikes as a result of I assumed bikes can be a extremely attention-grabbing factor to do, making use of all the great processes we’ve got whereas recruiting individuals who have been obsessed with bikes.
“The outcomes have been spectacular. From the opening in November to now we’ve offered 82 bikes and I feel we might promote as many as 500 bikes this 12 months, with scope to promote 1,000 in future.”
Brayleys Bikes at present has a supervisor and a two-strong gross sales crew and Brayley prompt there had been no scarcity of volunteers to “cross-train” to introduce a brand new self-discipline within the type of bikes.
And it’s clear that he has rapidly recognized sturdy variations between the automotive retail sector and a passionate potential buyer base within the two-wheeled neighborhood.
The enterprise is about to introduce a burger van on a Saturday, to draw passing bikers and group conferences, and has additionally signed a contract with a motorbike coaching faculty that shall be based mostly on the web site on Gallows Nook, off Romford’s Southend Arterial Street.
“There are large variations, and I can see the massive potential within the enterprise,” Brayley stated.
“We have already got altering amenities there which might be a match for Selfridges in Mayfair, which is a superb begin, however I’m conscious that we actually have to develop our equipment gross sales. That could be a new idea for us as a automotive retail group, however providing leathers and helmets and different equipment is a big a part of the enterprise going ahead.”
Brayley stated that Brayleys Vehicles delivered a 3% return on gross sales on £190 million turnover in 2022, marking a powerful rise from the £120m projected for 2017 when AM final profiled the enterprise.
The group now has a market space centred across the M25 and is eyeing development with its present franchise companions Honda, Kia, Mazda and Renault/Dacia in addition to contemplating new manufacturers, Brayley stated.
On the identical the enterprise is trying to obtain new efficiencies in partnership with fellow AM100 retail group West Method.
The previous Nissan GB-owned operation was acquired by AW Rostamani final 12 months and Brayley is eager to leverage any advantages that may be gained by means of nearer co-operation.
“There are clear advantages from co-operation,” he stated.
“We’ll be getting our heads collectively to see what we will do to profit the entire enterprise and there are just a few clear avenues. Brayleys has by no means actually had a big fleet providing, for instance, so we might assist one another on that entrance.”
Earlier this 12 months Brayleys turned the most recent AM100 retail group to accomplice with Karzoom to offer a automotive subscription providing – following within the footsteps of follows Hendy Group and Perrys.
Brayley stated: “Since 2003, Brayleys has continuously advanced it’s enterprise mannequin.
“Automobile subscription kinds a key half within the growth of our omnichannel enterprise operation.
“It displays our modern strategy, responding to the ever-changing mobility wants of our clients.”