Suzuki GB hosted its annual dealer conference last week, with a revised format focussing on dealer feedback followed by an awards ceremony that saw 10 dealers recognised for their achievements.
Hosted at the De Vere Cotswold Water Park hotel, Suzuki’s decision to revise the format for this year’s event presented dealers with a more open forum, providing the opportunity to deliver feedback on a range of topics, ranging from marketing to aftersales support and more.
Following the conference, attendees were invited to a black-tie gala dinner, with speeches and a sake toast delivered by Suzuki GB’s assistant to the managing director, Yuki Nishizawa, director of motorcycles Paul de Lusignan, and head of motorcycles, Jonathan Martin. There was also a guest speaker in the form of retired racing driver and author Perry McCarthy, also known for playing the role of The Stig in BBC’s Top Gear.
Once fed and watered an awards ceremony celebrated 90 years of combined service by five dealers: Waltham Cross Motorcycles, Two Wheel Centre, and Chelmsford City Motorcycles all celebrated 10 years, while Road & Racing Motorcycles marked 20 years and Bill Smith Motors surpassed 40 years of service.
There were also accolades for MME Motorcycles, as 2024’s aftersales dealer of the year, Castledine Motorcycles, who collected the customer experience dealer of the year award, Cupar Motorcycles, recognised as the sales dealer of the year, and JT’s Motorcycles, who picked up the coveted dealer of the year award.
JT’s Motorcycles were nominated by Suzuki Finance as its dealership of the year, and Daytona Motorcycles were picked by Suzuki Insurance as its standout dealership in 2024.
Jonathan Martin, Suzuki GB’s head of motorcycles, said, “We are always interested in dealership feedback and like to maintain a two-way line of communication. However, this year it was especially important for us to alter the format of the conference to really focus on an open forum-type approach. It is no secret that it has been a difficult period for the whole industry – both at manufacturer and dealership level – so, rather than focusing on simply presenting to our dealership partners this year, we geared this conference entirely around them.
“This allowed dealers to freely provide feedback, insight, and concerns on a range of topics. I think it was incredibly valuable for both parties, and it gave us things to take away and work on to make improvements where we can. Suzuki dealer partners are at the very core of our sales results and by engaging with them in the way we did means we will all have a positive year in 2025.”
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