Motors Avenue

What Motors Avenue does

Motors Avenue is a French leisure vehicle dealership and service group operating as a wholly-owned subsidiary of Groupe Legrand, a diversified French conglomerate with parallel nautical (Nauti-Plaisance) and online purchasing (Avocar) operations. Founded in 2021 and headquartered in Le Mans, France, the company sells new and certified pre-owned leisure vehicles — including motorcycles, three-wheelers, scooters, quads, side-by-side vehicles (SSVs), and personal watercraft — across six distributed brands: CAN-AM/BRP, Kawasaki, KTM, Husqvarna, Sea-Doo, and Fliteboard. It also distributes Fliteboard electric hydrofoils, positioning the group at the intersection of traditional combustion powersports and emerging electric marine categories.

The company operates exclusively through a direct-to-consumer model with five physical concessions spread across Western France (Landivisiau, Le Mans/Arnage, Nantes/Saint-Herblain, Rennes/La Chapelle-des-Fougeretz, and Tours), supplemented by an online catalog that aggregates inventory across all sites and supports vehicle browsing, trade-in estimation, financing inquiry, and workshop appointment booking. Revenue is generated through five streams: new vehicle sales, certified pre-owned sales, parts and accessories (including via Shop Motors Avenue and a dedicated CAN-AM accessories portal), maintenance and repair services, and vehicle trade-in/buyback. Workshops at each concession perform routine maintenance, mechanical repair, bodywork, painting, and glass replacement for both customer-purchased vehicles and external units.

Strategic positioning is built on multi-brand breadth, geographic coverage of the Grand Ouest region, and aftersales service density, supported by a customer reputation base of over 1,050 Google reviews averaging 4.5 stars across all five sites. Recent product introductions — notably the CAN-AM PULSE and CAN-AM ORIGIN electric motorcycles in 2025 and the CAN-AM RYKER 600/900 three-wheelers in 2024 — indicate an offensive pivot toward electric and three-wheeled on-road segments. The company has no disclosed proprietary technology, no AI/ML capabilities, and no independent capital structure; growth is funded and governed through its parent Groupe Legrand.

Name

Motors Avenue

Legal name

Motors Avenue

Website

https://motors-avenue.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Motors Avenue is a French leisure vehicle dealership group, subsidiary of Groupe Legrand, that sells and services new and used motorcycles, quads, SSVs, and personal watercraft across five concessions in Western France under six distributed brands.

Ownership category

akta.pro rank

Product category

Leisure Vehicle Dealership and Service Center

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

Keywords

• Leisure vehicle dealership
• Motorcycle sales
• Powersports vehicles
• Vehicle maintenance services
• Marine watercraft

Headquarters

HQ city

Le Mans

HQ country

France

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new motorcycles, scooters, ATVs, SSVs, and marine vehicles from brands including CAN-AM, Kawasaki, Husqvarna, KTM, Sea-Doo, and Fliteboard.
2. Used Vehicle Sales: Sale of pre-owned leisure vehicles that have been inspected and reconditioned. Vehicles come with warranties.
3. Maintenance and Repair Services: Vehicle maintenance, repairs, and servicing for vehicles purchased at the dealership or from other sources.
4. Vehicle Trade-in and Reprise: Free vehicle estimation service to calculate trade-in value and provide buyback offers.
5. Accessories and Parts: Sale of original manufacturer accessories and parts through Shop Motors Avenue and specific brand accessory stores.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Motors Avenue is a multi-brand leisure vehicle dealership and service center that sells new and certified pre-owned motorcycles, scooters, three-wheeled motorcycles, ATVs/quads, SSVs (side-by-side vehicles), personal watercraft, and eFoils through five physical concessions in Western France and a digital storefront. It distributes six brands (CAN-AM, Kawasaki, KTM, Husqvarna, Sea-Doo, Fliteboard) and supports sales with in-house workshop maintenance and repair, free online vehicle trade-in estimation, and a parts and accessories e-commerce platform.

Product overview

Motors Avenue is a leisure vehicle dealership and service company operating as a subsidiary of the Legrand Group, commercializing new and pre-owned vehicles across on-road, off-road, and marine categories through five physical concessions in western France (Landivisiau, Le Mans, Nantes, Rennes, Tours) and a digital storefront. The product portfolio is organized around two core offerings: new vehicle sales spanning multiple brands (CAN-AM, Kawasaki, KTM, Husqvarna, Sea-Doo, Fliteboard) in categories including motorcycles, three-wheeled motorcycles, scooters, SSVs (side-by-side vehicles), quads, and personal watercraft; and certified used vehicle sales. The company complements vehicle sales with four key services: workshop maintenance and repair, vehicle trade-in estimation, a general parts and accessories e-commerce store (Shop Motors Avenue), and a dedicated CAN-AM accessories store. A notable recent development is the addition of electric motorcycles — the CAN-AM PULSE and CAN-AM ORIGIN — marking the brand's entry into electric Powersports. The five physical concessions serve as the primary service touchpoints, while the online platform aggregates inventory and enables customer interactions across all locations.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of new leisure vehicles including motorcycles, three-wheeled motorcycles, scooters, SSVs (side-by-side vehicles), quads, and personal watercraft (PWCs) across brands such as CAN-AM, Kawasaki, KTM, Husqvarna, Sea-Doo, and Fliteboard, for individual consumer buyers.
• Used Vehicle Sales
• Vehicle Maintenance and Repair Service
• Vehicle Trade-in and Reprise Estimation
• Shop Motors Avenue Online Parts and Accessories Store
• CAN-AM Accessories Store
• CAN-AM PULSE Electric Motorcycle Can-Am's first fully electric road motorcycle, available in standard (35 kW) and 11 kW A1-license variants, marketed as a modern electric alternative within the Powersports segment.
• CAN-AM ORIGIN Electric Motorcycle Can-Am's electric dual-sport motorcycle, available in 35 kW ('73) and 11 kW variants, representing Can-Am's return to on-road motorcycling through electric propulsion technology.
• CAN-AM RYKER 600 and RYKER 900 Three-Wheeled Motorcycles Can-Am's three-wheeled motorcycle available in 600 cc and 900 cc engine options, with variants including RYKER RALLY and RYKER SPORT, targeting riders seeking a unique on-road experience with enhanced stability.

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Legrand Group (Parent Company)coreStrategic or Co-development PartnerMotors Avenue is a subsidiary of the Legrand Group, a diversified company with interests in automotive and leisure vehicle distribution. The Legrand Group also includes Nauti-Plaisance (nautical sector) and Avocar (online purchasing) divisions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dafy Moto: France's largest multi-brand motorcycle and powersports retail chain with dozens of stores nationwide. Directly comparable to Motors Avenue as a multi-brand leisure vehicle dealer combining new and used sales, workshop service, and accessories across on-road and off-road categories.

Broad incumbents

• Yamaha Motor Co. Global motorcycle, ATV, side-by-side, and marine manufacturer with an extensive European dealer network. Comparable as a competing OEM whose multi-category product range overlaps directly with Motors Avenue's on-road, off-road, and marine offering.
• Kawasaki Motors Europe: Japanese motorcycle and powersports manufacturer with a broad European dealer footprint. Directly comparable as one of the six OEM franchises Motors Avenue holds and a competitor for premium motorcycle shelf space in France.
• BRP (Bombardier Recreational Products): Manufacturer of CAN-AM motorcycles/ATVs/SSVs and Sea-Doo personal watercraft — two of Motors Avenue's core brands. Comparable as the upstream OEM whose distribution strategy and product roadmap directly shape the dealer's economics.
• Harley-Davidson Motor Company: Iconic motorcycle manufacturer with its own dedicated dealer network in Western Europe. Comparable as an aspirational-premium motorcycle brand competing for the same recreational-rider customer base as Motors Avenue's KTM and Kawasaki line-up.
• Polaris Inc. US-listed powersports manufacturer spanning motorcycles (Indian, Slingshot), ATVs, snowmobiles, and marine. Operates competing dealer networks globally and competes head-to-head with BRP/Can-Am products that Motors Avenue retails.
• Triumph Motorcycles: British premium motorcycle manufacturer with an established French dealer presence. Comparable as a competing premium-brand network targeting the same leisure/road motorcycle buyer that Motors Avenue serves.
• KTM AG (Pierer Mobility): European motorcycle and off-road manufacturer (KTM, Husqvarna, GASGAS brands) that Motors Avenue distributes. Comparable as both an OEM partner and a competing brand whose own dealer investments shape regional competitive dynamics.

Others

• Motoblouz: Leading French online motorcycle and powersports gear/accessories retailer. Comparable as an adjacent French retail channel addressing the same end customer — useful for benchmarking parts and accessories strategy.
• Avocar: Sister company of Motors Avenue under Groupe Legrand, focused on online vehicle purchasing. Comparable as an ecosystem participant representing potential cross-channel synergy within the same parent group.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/motorsavenue.landivisiau
• LinkedInlinkedin.com/company/motorsavenue

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Motors Avenue