Laguna Motorcycles
Laguna Motorcycles is a multi-franchise motorcycle dealership group operating seven retail locations across Kent, UK, selling new and used motorcycles from twelve manufacturer brands alongside workshop, MOT, finance, and rider training services to individual riders.
- Company typePrivate
- Founded1981
- HeadquartersMaidstone, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Laguna Motorcycles does
Laguna Motorcycles is a multi-franchise motorcycle dealership group operating seven physical retail locations across Maidstone, Ashford, Aylesford, and Canterbury in Kent, United Kingdom. Founded in 1981 and headquartered at Hart Street, Maidstone, the company is registered as Laguna Motor Cycles Limited, a private limited company with 51-100 employees. The group serves individual motorcycle riders across experience levels, offering new and pre-owned motorcycles from twelve manufacturer brands — Honda, Suzuki, Harley-Davidson, Triumph, Kawasaki, KTM, Voge, Ducati, Mutt Motorcycles, QJ Motors, Yamaha, BMW, and Norton — organized into dedicated franchise stores (e.g., Maidstone Honda, Maidstone Harley-Davidson, Triumph Ashford, Triumph Maidstone, Laguna Performance Centre, Kent Motorcycles).
The company's product portfolio spans new motorcycle sales, used motorcycle sales (with HPI clearance, PDI checks, and a £98 admin fee), in-house workshop servicing and repairs, MOT testing, motorcycle rider training schools, finance brokerage (PCP and HP arrangements), insurance products, and a parts/accessories/clothing e-commerce platform called Laguna Direct. Revenue mechanics are diversified: one-time vehicle sales (new and used), recurring workshop and MOT services, finance commissions from lender introductions, insurance commissions, and ancillary hardware sales of parts and accessories. Pricing varies materially by model — a new Honda DAX 125 starts at £3,899 OTR with PCP finance from £69/month at 8.9% APR representative, while a used Suzuki V-Strom DL1050 DE retails at £9,995. A £250 reservation fee applies to certain transactions.
The go-to-market is direct-to-consumer through physical dealerships, supported by digital channels including the Laguna website, the Laguna Direct e-commerce platform, email newsletter, and social media presence on Instagram and Facebook. Klarna buy-now-pay-later integration supports 0% interest installments on accessories and used bikes. The group is FCA-authorized as an Appointed Representative of Automotive Compliance Ltd (FCA No. 497010) for regulated credit brokerage and is registered with the ICO (Z5878471) for data protection. The dealership also sponsors True Heroes Racing, a motorsport team, and advertises the largest demo bike fleet in Kent.
Laguna Motorcycles firmographics
Firmographics- Name
- Laguna Motorcycles
- Legal name
- Laguna Motor Cycles Limited
- Website
- https://laguna.co.uk
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Laguna Motorcycles is a multi-franchise motorcycle dealership group operating seven retail locations across Kent, UK, selling new and used motorcycles from twelve manufacturer brands alongside workshop, MOT, finance, and rider training services to individual riders.
- Ownership category
- akta.pro rank
Laguna Motorcycles industry classification
Industry- Product category
- Motorcycle Retail Dealership
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts, Accessories, and Tire Retailers (4413)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Motorcycle Riding Gear & Apparel Retail (CRAMANAA)
- akta.pro secondary industry
- Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)
Keywords
Where Laguna Motorcycles is headquartered
LocationHeadquarters
- HQ city
- Maidstone
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Laguna Motorcycles business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- New Motorcycle Sales: Sales of new motorcycles from multiple manufacturers including Honda, Suzuki, Harley-Davidson, Triumph, Kawasaki, KTM, Voge, Ducati, Mutt Motorcycles, Yamaha, BMW, Norton, and QJ Motors. Revenue from direct vehicle sales with optional finance arrangements.
- Used Motorcycle Sales: Sales of pre-owned motorcycles with trade-in and part-exchange options. Additional admin fee of £98 on used vehicle sales.
- Workshop Services: MOT testing, servicing, maintenance and repairs for motorcycles. Workshop enquiry and service booking available.
- Parts and Accessories: Genuine manufacturer parts, accessories, clothing and riding gear sold through Laguna Direct e-commerce platform.
- Finance and Insurance: Credit broker services for vehicle financing through manufacturer lenders and panel lenders. Commission earned on finance introductions. Insurance products also offered.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | New Honda DAX 125 - £3,899 OTR with PCP from £69/month |
| One time/ perpetual license | Pay-as-you-go | Used Suzuki V-Strom DL1050 DE - £9,995 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Laguna Motorcycles product offering
Product offeringCore offering
Laguna Motorcycles is a multi-franchise motorcycle dealership group operating seven retail locations across Maidstone, Ashford, Aylesford and Canterbury in Kent, UK. It sells new motorcycles from twelve manufacturers (Honda, Suzuki, Harley-Davidson, Triumph, Kawasaki, KTM, Voge, Ducati, Mutt Motorcycles, QJ Motors, Yamaha, BMW, Norton) alongside used motorcycles with part-exchange. The business also delivers manufacturer-approved workshop servicing, MOT testing, rider training schools, genuine parts and accessories (via the Laguna Direct online shop), and FCA-authorised finance and insurance brokerage.
Product overview
Laguna Motorcycles is a multi-franchise motorcycle dealership operating seven stores across Maidstone, Ashford, and Canterbury in Kent, UK. The business operates as a unified dealership network offering new and used motorcycles from 12 manufacturer brands (Honda, Suzuki, Kawasaki, KTM, Harley-Davidson, Triumph, Voge, Mutt Motorcycles, QJ Motors, Ducati, Yamaha, Norton), supported by workshop services, MOT testing, training schools, and finance/insurance products. The core offering is the sale and servicing of motorcycles across all major segments from 125cc learner bikes to adventure and cruiser motorcycles. The product portfolio includes physical motorcycle sales, after-sale services (workshop, MOT, parts), financial services (PCP, HP financing via FCA-authorized brokers), and rider education. The dealership also supports True Heroes Racing motorsport activities. Key brands include Honda (with dedicated Maidstone Honda store), Suzuki, Triumph (with Ashford and Maidstone Triumph stores), Harley-Davidson (Maidstone Harley-Davidson), Kawasaki, KTM, Voge, and others.
Differentiator
Problem solved
Functional benefit
Companies that use Laguna Motorcycles
Customer profileSegments1 record
Ideal customer profiles1 record
Laguna Motorcycles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Laguna Motorcycles partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- HondacoreOfficial Honda motorcycle dealership franchise operating as Maidstone Honda and Kent Motorcycles, selling new Honda motorcycles, parts, accessories and offering Honda-approved workshop services
- SuzukicoreOfficial Suzuki motorcycle dealership selling new and used Suzuki motorcycles with full workshop support and Suzuki Genuine Parts
- Harley-DavidsoncoreOfficial Harley-Davidson dealership operating as Maidstone Harley-Davidson, selling new and used Harley-Davidson motorcycles
- TriumphcoreOfficial Triumph motorcycle dealership operating as Triumph Ashford and Triumph Maidstone locations, selling Triumph motorcycles and accessories
- KawasakicoreOfficial Kawasaki motorcycle dealership selling Kawasaki motorcycles through the group's retail locations
- KTMcoreOfficial KTM motorcycle dealership selling KTM motorcycles and offering KTM service support
- VogeminorDealership offering Voge motorcycles including the DS800X Rally, marketed as best-selling adventure motorcycle
- DucatiminorDucati motorcycles available through Laguna Motorcycles locations for new bike sales
- Mutt MotorcyclesminorDealership offering Mutt Motorcycles custom-style motorcycles through Laguna locations
- YamahaminorYamaha motorcycles available through Laguna Motorcycles for new bike sales
- BMWminorBMW motorcycles available through Laguna Motorcycles dealer network
- QJ MotorsminorQJ Motors motorcycles recently added to Laguna Motorcycles inventory, positioned as power, style and real value
- NortonminorNorton motorcycles available through Laguna Motorcycles dealer network
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Laguna Motorcycles competitors and assessment
Company assessmentDirect peers
- Greens Honda / Greens Group: Multi-store Honda motorcycle dealer group across East Anglia operating several franchises under one umbrella — comparable in scale and franchise-aggregation strategy to Laguna's seven-store Kent network.
- Doble Motorcycles: UK multi-franchise motorcycle dealer group based in Surrey selling Honda, Suzuki, Kawasaki, Triumph and more, with workshop services and finance offerings — closely matching Laguna's multi-brand retail + service model.
- Carl Rosner Motorcycles: Established Surrey-based Honda motorcycle dealership with new and used sales, workshop servicing and parts — direct comparable in single-brand authorised retail and aftersales operations.
- Crescent Motorcycles: Multi-brand UK motorcycle dealer in Hampshire offering new and used motorcycles, servicing, parts and finance — directly comparable in business model and product mix to Laguna.
- Hales Motorcycles: Honda multi-store UK motorcycle dealer offering new and used bikes, servicing, MOT and finance — comparable franchise-heavy authorised dealership with similar aftersales services.
- Wigan Motorcycles: Multi-brand UK motorcycle dealership group offering new and used bikes plus workshop services — comparable full-service multi-franchise retail model to Laguna.
Others
- Hel Performance: UK motorcycle parts and accessories manufacturer and retailer (brakes, hoses, controls) — adjacent ecosystem participant that supplies parts into the same dealer aftermarket channel Laguna sells from.
Broad incumbents
- Get Geared: UK motorcycle clothing and accessories retailer with both online and physical stores — competes with Laguna Direct's apparel, helmet and rider gear offering at broader geographic reach.
- SportsBikeShop: Major UK online motorcycle retailer selling parts, accessories, clothing and gear — adjacent competitor in Laguna's direct-to-consumer e-commerce and parts/accessories revenue streams.
- J&S Accessories: UK's largest specialist retailer of motorcycle clothing, accessories, and parts with both online and physical retail presence — competes with Laguna's apparel/accessories side (Laguna Direct) at a national scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Laguna Motorcycles social profiles
Digital presenceLaguna Motorcycles compliance and trust
Trust signalCompliance2 records
Laguna Motorcycles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Laguna Motorcycles leadership team
Management profileNumber of profiles
Laguna Motorcycles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Laguna Motorcycles 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 Laguna Motorcycles
What does Laguna Motorcycles do?
Laguna Motorcycles is a multi-franchise motorcycle dealership group operating seven retail locations across Maidstone, Ashford, Aylesford and Canterbury in Kent, UK. It sells new motorcycles from twelve manufacturers (Honda, Suzuki, Harley-Davidson, Triumph, Kawasaki, KTM, Voge, Ducati, Mutt Motorcycles, QJ Motors, Yamaha, BMW, Norton) alongside used motorcycles with part-exchange. The business also delivers manufacturer-approved workshop servicing, MOT testing, rider training schools, genuine parts and accessories (via the Laguna Direct online shop), and FCA-authorised finance and insurance brokerage.
Is Laguna Motorcycles a public or private company?
Laguna Motorcycles is a private company. It is classified as family owned and is currently operating.
When was Laguna Motorcycles founded?
Laguna Motorcycles was founded in 1981. It employs 51 to 100 people.
Where is Laguna Motorcycles based?
Laguna Motorcycles is headquartered in Maidstone, United Kingdom, in the Europe region.
How does Laguna Motorcycles make money?
Five revenue lines are on record. New Motorcycle Sales are the primary driver. The others are used Motorcycle Sales, workshop Services, parts and Accessories and finance and Insurance.
Who are Laguna Motorcycles's main competitors?
Direct peers on record are Greens Honda / Greens Group, Doble Motorcycles, Carl Rosner Motorcycles, Crescent Motorcycles, Hales Motorcycles and Wigan Motorcycles. Hel Performance is listed as an others. Broad incumbents are Get Geared, SportsBikeShop and J&S Accessories.
Does Laguna Motorcycles have an API?
No public API is recorded for Laguna Motorcycles.
What industry is Laguna Motorcycles in?
Laguna Motorcycles's product category is Motorcycle Retail Dealership. Its primary akta.pro industry code is CRAMANAA, Motorcycle Riding Gear & Apparel Retail, with a secondary code of CRAOANAK, Motorcycle, powersports & ATV parts and accessories distribution. Its NAICS code is 441227 and its SIC code is 5500.