Superbike Factory
- Company typePrivate
- Founded2010
- HeadquartersMacclesfield, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Superbike Factory does
Superbike Factory Ltd is a UK-based, privately held retailer of used and new motorcycles, operating six physical showrooms across the country (Macclesfield, Donington Park, Bradford, Bristol, Milton Keynes and Crawley) alongside an e-commerce platform. The company holds over 3,000 motorcycles in inventory and self-describes as both the UK's largest used motorbike retailer and Europe's largest used motorcycle retailer; its 100,000+ sq ft Macclesfield flagship is claimed to be Europe's largest motorbike showroom. Customers are predominantly individual retail buyers, ranging from 125cc learner riders to premium superbike enthusiasts, with prices spanning under £2,000 to over £20,000.
The core technology layer is an e-commerce storefront with finance calculators, part-exchange valuation tools, and inventory management linking online listings to physical showroom stock. Distribution combines retail showrooms, a UK mainland delivery service, and a B2B dealer portal. Revenue is generated through unit sales of motorcycles (the primary stream), finance commission from a panel of lenders via FCA-regulated credit brokerage (HP and PCP from 9.9% APR representative 16.9%), accessories sales, extended warranty subscriptions (15 or 30 months), and ancillary services such as rider training and servicing.
The business model is asset-heavy and operationally complex: inventory is sourced via part-exchange and trade-in acquisitions, professionally inspected and prepared, then retailed with a standard 90-day warranty, minimum 6-month MOT, no admin fees, and a 14-day money-back guarantee as trust mechanisms. Growth has been funded in part by a 2017 investment from mid-market private equity firm Livingbridge, supporting a measured rollout of new showrooms, with Bristol opening in January 2023 and Crawley in February 2025.
Superbike Factory firmographics
Firmographics- Name
- Superbike Factory
- Legal name
- SuperBike Factory Ltd
- Website
- https://superbikefactory.co.uk
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Where Superbike Factory is headquartered
LocationHeadquarters
- HQ city
- Macclesfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices6 records
Markets served
Superbike Factory business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Used Motorbike Sales: One-time sales of inspected, warrantied used motorbikes ranging from budget 125cc learner bikes to premium superbikes. Revenue from margin between acquisition and retail sale prices.
- Finance Commission: Credit broker model where the company introduces customers to lenders for HP and PCP finance, receiving commission from lenders on completed agreements. Rates from 9.9% APR with representative 16.9% APR.
- Accessories Sales: Fully stocked accessories store at showrooms offering helmets, jackets, gloves, and luggage from third-party brands.
- Warranty Extensions: Extended warranty options for 15 or 30 months including free breakdown cover, providing additional revenue stream and peace of mind for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bikes under £2,000 |
| Unit Pricing | Pay-as-you-go | Bikes under £6,000 |
| Unit Pricing | Pay-as-you-go | Bikes under £9,000 |
| Unit Pricing | Pay-as-you-go | Bikes under £12,000 |
| Subscription | Monthly | Finance from £30/month |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Superbike Factory product offering
Product offeringCore offering
Superbike Factory is the UK's largest used motorcycle retailer, stocking over 3,000 used and new motorbikes across six showrooms in the UK. The company sells inspected and warranted motorcycles from 125cc learner bikes through to premium superbikes, supported by in-house motorbike finance (HP and PCP), part exchange, accessories, rider training, servicing, and warranty extensions.
Product overview
Superbike Factory operates as a used motorbike retailer offering a platform-based model with a core inventory of over 3,000 pre-owned motorcycles across 6 UK showrooms (Macclesfield, Donington Park, Bradford, Bristol, Milton Keynes, Crawley). The product portfolio includes used and new motorcycles supported by integrated add-on services: motorbike finance (HP/PCP options), part exchange valuation, insurance referrals, accessories sales, rider training school, servicing centres, warranty extensions, and delivery/collection options. The company differentiates through a 90-day warranty standard, 14-day money-back guarantee, and no-admin-fee pricing model. A trade dealer portal provides business customer access.
Differentiator
Problem solved
Functional benefit
Products and services
- Used Motorcycles Retail sale of inspected, safety-checked, and professionally prepared used motorcycles from brands including Honda, BMW, Ducati, Harley-Davidson, Triumph, Yamaha, Suzuki, and Kawasaki, ranging from 125cc learner bikes to premium superbikes. Each bike is supplied with a 90-day warranty, minimum 6 months MOT, and 14-day money-back guarantee. Targeted at individual consumer buyers in the UK.
- New Motorcycles Retail sale of new motorcycles from major manufacturers, offered alongside the used inventory across Superbike Factory's six UK showrooms and e-commerce platform.
- Motorbike Finance (HP and PCP) Hire Purchase (HP) and Personal Contract Purchase (PCP) finance arrangements brokered through a panel of lenders via the company's FCA-regulated credit brokerage (registration 649102), available from 9.9% APR with no admin fees and repayments from £30 per month. Targeted at individual consumer buyers financing a motorcycle purchase.
- Part Exchange Trade-in service allowing customers to value their existing motorcycle online and receive a part-exchange allowance against a Superbike Factory purchase, with a £200 upgrade bonus over the online valuation. Targeted at individual consumer buyers trading in an existing vehicle.
- Motorbike Insurance Insurance referral service for motorcycle purchasers, providing access to motorbike insurance products alongside the company's motorcycle retail offering. Targeted at individual motorcycle buyers.
- Accessories Retail sale of motorcycle accessories including helmets, jackets, gloves, and luggage, sold alongside the motorcycle range. Targeted at motorcycle buyers and existing riders.
- SuperBike School (Rider Training) Rider training service providing learn-to-ride instruction for learner motorbike riders. Targeted at prospective motorcycle riders, particularly those progressing towards a first bike purchase.
- Motorcycle Servicing Paid motorcycle servicing and repair across the company's regional service centres, supporting both motorcycles purchased from Superbike Factory and existing customer bikes. Targeted at motorcycle owners requiring maintenance and repair.
- Warranty Extension (15 or 30 months) Paid warranty extension plans of 15 or 30 months duration including free breakdown cover, sold as an upgrade to the standard 90-day warranty included with every motorcycle purchase. Targeted at individual motorcycle buyers seeking longer-term cover.
- Trade Dealer Portal Dedicated wholesale dealer portal at trade.superbikefactory.co.uk providing motorcycle dealers and trade buyers with access to the company's used motorcycle inventory for resale. Targeted at motorcycle trade buyers and other dealers.
Quantifiable outcome
- 90-day warranty included as standard on all bikes
- +2 more outcomes
Companies that use Superbike Factory
Customer profileNamed customers3 records
Ideal customer profiles4 records
Superbike Factory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Superbike Factory partnerships and signals
Strategic signalScale indicators5 records
Recent moves8 records
Expansion highlights5 records
Superbike Factory competitors and assessment
Company assessmentDirect peers
- Laguna Motorcycles: UK multi-site motorcycle dealer offering new and used bikes across multiple franchises; directly comparable as a competing showroom-based used and new motorbike retailer in the UK with overlapping customer segments.
- Webuyanybike: Online UK platform that buys used motorbikes directly from consumers and resells them; directly comparable as it competes for the same used-bike inventory acquisition (part-exchange / sell-your-bike) and operates in the same used-motorbike resale market.
- Sportsbikeshop: UK motorcycle retailer offering bikes, accessories, and parts across both online and physical channels; comparable as a multi-channel motorcycle retailer targeting enthusiast and commuter riders in the UK.
- J&S Accessories: Long-established UK motorcycle retailer with both physical stores and online catalogue selling bikes, accessories, and parts; comparable as a UK-based motorcycle retail competitor with overlapping accessory and apparel assortment.
Broad incumbents
- Auto Trader UK: UK's largest used-vehicle marketplace covering motorcycles as well as cars; comparable as a competing discovery and listing channel for used motorbikes, though it operates as a marketplace rather than a direct retailer.
- Halfords: UK high-street retailer with a meaningful motorcycle accessories, servicing, and rider-training offering; comparable as a broader UK retail incumbent that intersects with Superbike Factory's accessories, servicing, and learner-rider customer segments.
Others
- Bennetts: UK specialist motorcycle insurance and services provider with deep customer overlap; comparable as an ecosystem participant targeting the same UK motorbike ownership lifecycle, particularly the insurance referrals Superbike Factory monetizes.
- Hel Performance: UK-based motorcycle parts and accessories retailer and brand (brakes, lines, components); comparable as an adjacent ecosystem participant in the UK motorcycle aftermarket, overlapping with Superbike Factory's accessories offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Superbike Factory social profiles
Digital presenceSuperbike Factory compliance and trust
Trust signalCompliance2 records
Superbike Factory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Superbike Factory leadership team
Management profileNumber of profiles
Profiles6 records
Superbike Factory funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Superbike Factory M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Superbike Factory
What does Superbike Factory do?
Superbike Factory is the UK's largest used motorcycle retailer, stocking over 3,000 used and new motorbikes across six showrooms in the UK. The company sells inspected and warranted motorcycles from 125cc learner bikes through to premium superbikes, supported by in-house motorbike finance (HP and PCP), part exchange, accessories, rider training, servicing, and warranty extensions.
Is Superbike Factory a public or private company?
Superbike Factory is a private company. It is classified as private equity controlled and is currently operating.
When was Superbike Factory founded?
Superbike Factory was founded in 2010. It employs 101 to 250 people.
Where is Superbike Factory based?
Superbike Factory is headquartered in Macclesfield, United Kingdom, in the Europe region.
How does Superbike Factory make money?
Four revenue lines are on record. Used Motorbike Sales are the primary driver. The others are finance Commission, accessories Sales and warranty Extensions.
Who are Superbike Factory's main competitors?
Direct peers on record are Laguna Motorcycles, Webuyanybike, Sportsbikeshop and J&S Accessories. Broad incumbents are Auto Trader UK and Halfords. Others are Bennetts and Hel Performance.
Does Superbike Factory have an API?
No public API is recorded for Superbike Factory.