Wheels Motorcycles
Wheels Motorcycles is a UK motorcycle dealership operating two flagship showrooms (Peterborough and Cradley Heath/Birmingham) plus nationwide delivery, selling new and used bikes from Honda, Kawasaki, Suzuki, Aprilia and ten-plus other franchises alongside finance broking, insurance, servicing, MOT, parts, and clothing.
- Company typePrivate
- Founded2007
- HeadquartersPeterborough, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wheels Motorcycles does
Wheels Motorcycles, trading legally as Rider Motorcycles Ltd (company number 03980597), is a privately-held UK motorcycle dealership group operating through authorised franchises for Honda, Kawasaki, Suzuki, Aprilia, Moto Guzzi, Piaggio, Vespa, MV Agusta, Mutt, and electric brands including Zero, Super Soco, NIU, and Eskuta. The group runs two flagship physical showrooms — a Peterborough headquarters that houses 'Wheels Honda Peterborough' and a Cradley Heath (Birmingham) site that operates 'Cradley Kawasaki' as a dedicated single-brand location — together with a Leicester telephone contact point. Inventory spans new and pre-owned motorcycles priced from approximately £3,295 for budget used models to over £52,000 for flagship superbikes such as the Kawasaki Ninja H2 R, alongside a used-bike programme that includes part-exchange ('We Buy Bikes') with same-day payment. Customer support infrastructure includes factory-trained technicians, on-site electric vehicle charging at both locations, an EV-specific product line, and rider training services.
The underlying technology stack comprises third-party dealer management software (DealerWebs / Pyramid / Vital Software) for inventory and operations, Shopify for clothing e-commerce, AutoConvert/Auto Trader marketplace integration for used-bike listings, eBay as a clothing and accessories storefront, and CloverPay/Fiserv for payment processing. There is no proprietary technology platform, no public API, and no AI-driven tooling — the business is fundamentally a traditional franchised dealership enhanced by digital marketing channels (website, social, email, Trustpilot/Google Reviews) and finance tooling.
Revenue is generated through multiple streams: (1) one-time sale of new motorcycles across ten-plus manufacturer franchises; (2) one-time sale of pre-owned motorcycles supported by part-exchange intake; (3) transaction-fee revenue from FCA-authorised credit broking across a lender panel that includes Black Horse, MotoNovo, Close Motor Finance, First Response, Payment Assist, Pay4Later, Divido, and Klarna, arranged via the appointed-representative relationship with ITC Compliance (FCA registration 313486); (4) transaction-fee commission from insurance broking including manufacturer-specific schemes such as Kawasaki Insurance; (5) workshop services comprising servicing, MOT, parts, and factory-trained diagnostics; (6) clothing and accessories retail through the eBay storefront and dedicated Shopify shop; (7) £199 nationwide home delivery (or £249 to Scotland and Cornwall). Pricing on bikes ranges across all licence categories from A1 (125cc) through full motorcycle licences, with representative finance APRs from 5.4% (Aprilia) to 9.9% (Kawasaki/Honda), a £99 refundable online reservation deposit on selected models, and 0% finance available on clothing orders. The customer base is primarily individual riders across consumer segments (commuters, tourers, sports, cruisers, first-time buyers and upgraders), with a secondary commercial/business segment for fleet sales and riding schools.
Wheels Motorcycles firmographics
Firmographics- Name
- Wheels Motorcycles
- Legal name
- Rider Motorcycles Ltd
- Website
- https://wheelsmotorcycles.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wheels Motorcycles is a UK motorcycle dealership operating two flagship showrooms (Peterborough and Cradley Heath/Birmingham) plus nationwide delivery, selling new and used bikes from Honda, Kawasaki, Suzuki, Aprilia and ten-plus other franchises alongside finance broking, insurance, servicing, MOT, parts, and clothing.
- Ownership category
- akta.pro rank
Where Wheels Motorcycles is headquartered
LocationHeadquarters
- HQ city
- Peterborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Wheels Motorcycles business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- New Motorcycle Sales: Sale of new motorcycles from multiple manufacturers including Honda, Kawasaki, Suzuki, Aprilia, Moto Guzzi, Vespa, Piaggio, MV Agusta, Mutt, and electric brands such as Zero, Super Soco, NIU, and Eskuta.
- Used Motorcycle Sales: Sale of pre-owned motorcycles across a wide price range, from budget to premium models.
- Finance Broking: As an FCA-authorised credit broker, Wheels Motorcycles earns commission from finance providers (Black Horse, Close Motor Finance, MotoNovo Finance, First Response Finance, Payment Assist, Pay4Later, Divido, Klarna) when customers arrange Hire Purchase or PCP financing. Commission is disclosed to customers as a fixed fee or percentage of the amount borrowed.
- Insurance Brokering: As an appointed representative of ITC Compliance Limited, Wheels Motorcycles arranges general insurance contracts and earns commission from insurance providers, including manufacturer-specific schemes such as Kawasaki Insurance.
- Workshop Services: Servicing, MOT testing, and parts sales for motorcycles, supported by factory-trained technicians and diagnostic technology.
- Clothing & Accessories: Sale of motorcycle clothing and accessories via eBay storefront and dedicated shop platform, including the UK's largest Alpinestars store.
- We Buy Bikes / Part Exchange: The company purchases used bikes from customers, offering competitive quotes and arranging same-day cash collection and payment. This supports new and used bike sales by facilitating trade-ins.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Motorcycles |
| One time/ perpetual license | Pay-as-you-go | Used Motorcycles |
| Transaction based/ take rate | Monthly | Finance - Hire Purchase (HP) and Personal Contract Purchase (PCP) |
| Unit Pricing | Pay-as-you-go | Clothing & Accessories |
| Unit Pricing | Pay-as-you-go | Workshop Services |
| Unit Pricing | Pay-as-you-go | Nationwide Delivery |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Wheels Motorcycles product offering
Product offeringCore offering
Wheels Motorcycles is a multi-location UK motorcycle dealership retailing new motorcycles from manufacturers including Honda, Kawasaki, Suzuki, Aprilia, Moto Guzzi, Vespa, Piaggio, MV Agusta, Mutt, and electric brands (Zero, Super Soco, NIU, Eskuta), alongside pre-owned bikes. The dealership combines new and used motorcycle sales with FCA-authorised HP/PCP finance broking via a panel of UK lenders, FCA-regulated insurance broking (appointed representative of ITC Compliance Limited), workshop servicing and MOT testing by factory-trained technicians, parts sales, part-exchange ("We Buy Bikes"), motorcycle clothing and accessories (eBay storefront and dedicated online shop), and rider training. Two physical showrooms (Peterborough and Cradley Heath/Birmingham) are complemented by nationwide UK delivery at £199 (or £249 to Scotland and Cornwall).
Product overview
Wheels Motorcycles is a multi-location UK motorcycle dealership operating as a unified platform offering new and used motorcycles, electric motorcycles, and associated services. The core product portfolio includes motorcycle sales from 10+ manufacturers (Honda, Kawasaki, Suzuki, Aprilia, Moto Guzzi, Vespa, Piaggio, MV Agusta, Mutt, Zero) across physical dealership locations in Peterborough and Cradley Heath, supported by online sales channels. Related services include servicing/MOT, finance brokering, insurance, part exchange, clothing/accessories (via eBay), and rider training. The business operates sub-branded locations including Cradley Kawasaki and Wheels Honda Peterborough, with nationwide delivery available.
Differentiator
Problem solved
Functional benefit
Products and services
- New Motorcycles Sales Sale of brand-new motorcycles from multiple manufacturers across all major segments (commuter, naked, sport, sport-touring, adventure, cruiser, scooter, electric) to individual and business buyers, with manufacturer discounts and finance options available.
- Used Motorcycles Sales Sale of pre-owned motorcycles from a wide range of manufacturers (Aprilia, BMW, Ducati, Harley-Davidson, Honda, Husqvarna, Indian, Kawasaki, KTM, Lexmoto, Moto Guzzi, Piaggio, Royal Enfield, Suzuki, Triumph, Yamaha, Zero and others), with same-day finance decisions and part-exchange valuations available.
- Electric Motorcycles and EV Range Sale of electric motorcycles and e-scooters/e-bikes from Zero, Honda Electric, Kawasaki Electric, Eskuta, Super Soco and NIU, supported by on-site EV charging at both locations to facilitate EV ownership.
- Motorcycle Servicing and MOT Servicing, maintenance and MOT testing for motorcycles of all stocked brands, carried out by factory-trained technicians using manufacturer diagnostic equipment at the Peterborough and Cradley Heath workshops, with separate service, MOT and parts enquiry forms on the website.
- Motorcycle Finance Broking FCA-authorised credit broking for HP and PCP motorcycle finance through a broad panel of UK lenders, with a 2-minute online application process, representative APR typically 9.9% and lender-specific rates from 5.4% APR, terms of 12 to 60 months, and commission-based revenue disclosed to customers.
- Motorcycle Insurance Broking FCA-regulated general insurance arranging service delivered as an appointed representative of ITC Compliance Limited, including manufacturer-specific schemes such as Kawasaki Insurance and referral to Quotezone for comparative quotes, earning commission from insurance providers.
- We Buy Bikes (Part Exchange) Outright purchase of customers' used motorcycles with competitive quotes and same-day cash collection and payment, used to support trade-ins against new and used bike purchases.
- Motorcycle Clothing and Accessories Sale of motorcycle clothing, helmets, and accessories, including the UK's largest Alpinestars store as self-claimed, via the eBay storefront (ebay.co.uk/str/wheelsmotorcycles) and dedicated Shopify online shop, with 0% finance and free shipping options.
- Rider Training Motorcycle rider training programmes offered through the dealership for new and existing riders, including those seeking licence upgrades and ongoing riding development.
- Clearance Bikes Discounted ex-demo and clearance motorcycles offered at reduced pricing, with manufacturer offers and deposit contributions typically applied across the available stock.
Quantifiable outcome
- Thousands of customers served and satisfied
- +1 more outcomes
Companies that use Wheels Motorcycles
Customer profileSegments2 records
Ideal customer profiles2 records
Wheels Motorcycles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wheels Motorcycles partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Piaggio UK Ltd (Aprilia, Moto Guzzi, Piaggio, Vespa, Derbi)corePiaggio UK Ltd is a manufacturer partner whose brands (Aprilia, Moto Guzzi, Piaggio, Vespa, Derbi) are sold through Wheels Motorcycles as an authorised dealer. Wheels offers the full Aprilia and Moto Guzzi ranges alongside Piaggio Group scooters.
- Honda Motor Europe Limited (Honda UK)coreHonda Motor Europe (trading as Honda UK) is a manufacturer partner, with Wheels Motorcycles operating a dedicated 'Wheels Honda Peterborough' showroom. The dealership sells the full Honda motorcycle and scooter range including electric options.
- Kawasaki Motors (UK)coreKawasaki Motors UK is a manufacturer partner, with Wheels Motorcycles operating 'Cradley Kawasaki' as a dedicated Kawasaki showroom in Birmingham. The full Kawasaki range including sports, adventure, naked, and electric/hybrid models is sold through this channel.
- Suzuki (UK)coreSuzuki UK is a manufacturer partner whose motorcycles are sold through Wheels Motorcycles showrooms, including sport, street, and adventure models.
- MV AgustaminorMV Agusta is listed among the brands stocked by Wheels Motorcycles alongside Honda, Kawasaki, Suzuki, Aprilia, Moto Guzzi, Vespa, Piaggio, and Mutt.
- Zero Motorcycles LtdcoreZero Motorcycles Ltd is an electric motorcycle manufacturer partner, with Wheels Motorcycles maintaining electric charging facilities on-site at both locations to support EV sales and aftersales.
- EskutaminorEskuta is an electric bicycle/scooter brand partnered with Wheels Motorcycles for the EV range, complementing Zero and other electric options.
- ITC Compliance LimitedcoreRider Motorcycles Limited (t/a Wheels Motorcycles) is an appointed representative of ITC Compliance Limited, which is authorised and regulated by the FCA (registration number 313486). ITC enables Wheels to advise on and arrange general insurance contracts and act as a credit broker.
- EMaC LtdminorEMaC Ltd is the service plan provider for Wheels Motorcycles, enabling the dealership to offer extended warranty and service plans to customers.
- Quotezone (Insurance)minorQuotezone is an insurance comparison partner embedded on the Wheels Motorcycles website (wheelsmotorcycles.quotezone.co.uk) enabling customers to compare motorcycle insurance quotes, with revenue generated through insurance referrals.
- AutoConvert / Auto Trader LimitedminorAutoConvert (by Auto Trader Limited) is a business software provider that integrates used bike listings from Wheels Motorcycles onto Auto Trader's marketplace platform, extending the dealership's reach to a wider buyer audience.
- eBay IncminorWheels Motorcycles operates an official eBay storefront (ebay.co.uk/str/wheelsmotorcycles) for clothing and accessories sales, reaching eBay's large buyer marketplace.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Wheels Motorcycles competitors and assessment
Company assessmentDirect peers
- Webster Motorcycles: West Midlands-based multi-brand motorcycle dealer operating across Honda, Kawasaki, Yamaha, and other franchises with workshop, finance, and used sales. Geographic and operational peer to Wheels' Cradley Heath location.
- Sportsbikeshop: Large UK online-first motorcycle retailer with extensive apparel, parts, and accessories catalogue. Comparable to Wheels' online and accessories channels, though operates without physical showrooms.
- Padgetts Motorcycles: Established multi-brand UK motorcycle dealer (Honda, Kawasaki, Suzuki, KTM, Triumph, Yamaha) with new and used sales, servicing, finance, and parts operations. Highly comparable multi-OEM franchised dealership with workshop services.
- GetGeared: UK motorcycle clothing, helmet, and accessories online retailer with broad brand portfolio. Comparable to Wheels' eBay and Shopify-powered apparel/accessories channels.
- CMC Motorcycles: UK multi-store motorcycle dealer group with multiple brand franchises, used bike operations, finance, and aftersales. Comparable in scale and multi-brand franchised model to Wheels Motorcycles.
- Laguna Motorcycles: Multi-brand UK motorcycle dealership group offering new and used motorcycles, servicing, MOT, finance, and apparel. Comparable multi-store franchised dealer with similar revenue mix to Wheels.
- J&S Accessories: Long-established UK motorcycle accessories and apparel retailer with multiple physical stores and a strong online catalogue. Highly comparable to Wheels' apparel and accessories retail vertical (including Alpinestars stocking).
- Infinity Motorcycles: Multi-store UK motorcycle retailer carrying multiple premium and mid-market brands including Honda, Kawasaki, Suzuki, Yamaha, Triumph, Ducati, and apparel lines. Operates a national showroom footprint with online sales, finance, and used-bike operations, directly comparable to Wheels' multi-brand dealership model.
Broad incumbents
- Kawasaki Motors UK: UK subsidiary of the OEM whose motorcycles Wheels retails through the Cradley Kawasaki dealership. As the manufacturer, it controls franchise terms, product allocation, and direct-sales strategy that materially affects Wheels' Kawasaki revenue.
- Honda Motor Europe (Honda UK): UK arm of the OEM whose motorcycles Wheels retails through the dedicated Wheels Honda Peterborough showroom. Manufacturer-side counterparty whose franchise decisions, model launches (e.g. CB1000GT 2026, CB1000 Hornet SP 2025 MCN award winner), and direct-sales strategy shape Wheels' Honda revenue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Wheels Motorcycles social profiles
Digital presenceWheels Motorcycles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wheels Motorcycles leadership team
Management profileNumber of profiles
Wheels Motorcycles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wheels 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 Wheels Motorcycles
What does Wheels Motorcycles do?
Wheels Motorcycles is a multi-location UK motorcycle dealership retailing new motorcycles from manufacturers including Honda, Kawasaki, Suzuki, Aprilia, Moto Guzzi, Vespa, Piaggio, MV Agusta, Mutt, and electric brands (Zero, Super Soco, NIU, Eskuta), alongside pre-owned bikes. The dealership combines new and used motorcycle sales with FCA-authorised HP/PCP finance broking via a panel of UK lenders, FCA-regulated insurance broking (appointed representative of ITC Compliance Limited), workshop servicing and MOT testing by factory-trained technicians, parts sales, part-exchange ("We Buy Bikes"), motorcycle clothing and accessories (eBay storefront and dedicated online shop), and rider training. Two physical showrooms (Peterborough and Cradley Heath/Birmingham) are complemented by nationwide UK delivery at £199 (or £249 to Scotland and Cornwall).
Is Wheels Motorcycles a public or private company?
Wheels Motorcycles is a private company. It is classified as unknown and is currently operating.
When was Wheels Motorcycles founded?
Wheels Motorcycles was founded in 2007. It employs 11 to 50 people.
Where is Wheels Motorcycles based?
Wheels Motorcycles is headquartered in Peterborough, United Kingdom, in the Europe region.
How does Wheels Motorcycles make money?
Seven revenue lines are on record. New Motorcycle Sales are the primary driver. The others are used Motorcycle Sales, finance Broking, insurance Brokering, workshop Services, clothing & Accessories and we Buy Bikes / Part Exchange.
Who are Wheels Motorcycles's main competitors?
Direct peers on record are Webster Motorcycles, Sportsbikeshop, Padgetts Motorcycles, GetGeared, CMC Motorcycles, Laguna Motorcycles, J&S Accessories and Infinity Motorcycles. Broad incumbents are Kawasaki Motors UK and Honda Motor Europe (Honda UK).
Does Wheels Motorcycles have an API?
No public API is recorded for Wheels Motorcycles.