Laguna Motorcycles

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.

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

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

• Motorcycle dealership
• Motorcycle sales
• Motorcycle workshop servicing
• Motorcycle parts accessories
• Motorcycle finance brokerage

Headquarters

HQ city

Maidstone

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. Used Motorcycle Sales: Sales of pre-owned motorcycles with trade-in and part-exchange options. Additional admin fee of £98 on used vehicle sales.
3. Workshop Services: MOT testing, servicing, maintenance and repairs for motorcycles. Workshop enquiry and service booking available.
4. Parts and Accessories: Genuine manufacturer parts, accessories, clothing and riding gear sold through Laguna Direct e-commerce platform.
5. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• HondacoreChannel Partner/ Reseller/ DistributorOfficial Honda motorcycle dealership franchise operating as Maidstone Honda and Kent Motorcycles, selling new Honda motorcycles, parts, accessories and offering Honda-approved workshop services
• SuzukicoreChannel Partner/ Reseller/ DistributorOfficial Suzuki motorcycle dealership selling new and used Suzuki motorcycles with full workshop support and Suzuki Genuine Parts
• Harley-DavidsoncoreChannel Partner/ Reseller/ DistributorOfficial Harley-Davidson dealership operating as Maidstone Harley-Davidson, selling new and used Harley-Davidson motorcycles
• TriumphcoreChannel Partner/ Reseller/ DistributorOfficial Triumph motorcycle dealership operating as Triumph Ashford and Triumph Maidstone locations, selling Triumph motorcycles and accessories
• KawasakicoreChannel Partner/ Reseller/ DistributorOfficial Kawasaki motorcycle dealership selling Kawasaki motorcycles through the group's retail locations
• KTMcoreChannel Partner/ Reseller/ DistributorOfficial KTM motorcycle dealership selling KTM motorcycles and offering KTM service support
• VogeminorChannel Partner/ Reseller/ DistributorDealership offering Voge motorcycles including the DS800X Rally, marketed as best-selling adventure motorcycle
• DucatiminorChannel Partner/ Reseller/ DistributorDucati motorcycles available through Laguna Motorcycles locations for new bike sales
• Mutt MotorcyclesminorChannel Partner/ Reseller/ DistributorDealership offering Mutt Motorcycles custom-style motorcycles through Laguna locations
• YamahaminorChannel Partner/ Reseller/ DistributorYamaha motorcycles available through Laguna Motorcycles for new bike sales
• BMWminorChannel Partner/ Reseller/ DistributorBMW motorcycles available through Laguna Motorcycles dealer network
• QJ MotorsminorChannel Partner/ Reseller/ DistributorQJ Motors motorcycles recently added to Laguna Motorcycles inventory, positioned as power, style and real value
• NortonminorChannel Partner/ Reseller/ DistributorNorton motorcycles available through Laguna Motorcycles dealer network

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Facebookfacebook.com/lagunamaidstone
• Instagraminstagram.com/laguna_motorcycles
• Xx.com/lagunabikes
• LinkedInlinkedin.com/company/laguna-motorcycles

Compliance2 records

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 Laguna Motorcycles