Motorcycle Holdings

What Motorcycle Holdings does

Motorcycle Holdings Limited (ASX: MTO) is Australasia's largest motorcycle and accessories retail and wholesale group, operating 55 owned retail and wholesale outlets across Queensland, New South Wales, the Australian Capital Territory, Victoria, South Australia, Western Australia, and New Zealand. The company is incorporated in Australia (ACN 150 386 995), headquartered in Brisbane (Level 1, 200 Mary Street, Brisbane QLD 4000) with secondary operations in Springwood, and employs over 1,000 people across the network.

The business is built around three revenue streams: direct retail sales of motorcycles (and, via Mojo Electric Vehicles, electric two-wheelers) to consumers through the branded dealership network; wholesale distribution of motorcycles, parts, and accessories to other dealers; and aftermarket accessories and services. Its product set spans the world's most iconic motorcycle and accessory brands, including Harley-Davidson via the Harley-Heaven outlets acquired in July 2025, plus brands represented through Peter Stevens Motorcycles, Mojo Motorcycles (Sherco, Lambretta), Mojo Electric Vehicles, and Wide Bay Motorcycles (motorcycles, ATVs, mowers). Underlying technology is conventional retail and dealer-management IT — there is no proprietary platform, API, or AI/ML capability in evidence; the corporate website functions as an information portal for investors and customers.

MotorCycle Holdings makes money through one-time unit sales at retail, wholesale transaction margins on dealer supply, and recurring aftermarket accessories, parts, and service revenue across its integrated network. The go-to-market motion is enterprise-style physical retail rather than digital channels, with growth delivered primarily through serial acquisitions of distressed or strategic dealerships — most notably the 2025 Peter Stevens / Harley-Heaven acquisition following the April 2025 administration event, which added seven outlets. Customers are predominantly individual motorcycle riders and enthusiasts (B2C), with a smaller B2B wholesale segment supplying other motorcycle dealers. The company captured a record 19.8% of ANZ new vehicle sales in H1 FY2026 and reported a 20.9% year-over-year revenue increase to AUD 396.4 million alongside a 28.7% increase in underlying NPAT to AUD 12.1 million.

Name

Motorcycle Holdings

Legal name

Motorcycle Holdings Limited

Website

https://mcholdings.com.au

Company type

Public

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Short description

Motorcycle Holdings Limited (ASX: MTO) is Australasia's largest motorcycle and accessories retail and wholesale group, operating 55 owned outlets across Australia and New Zealand serving individual riders and other dealers with iconic motorcycle brands and aftermarket services.

Ownership category

akta.pro rank

Product category

Motorcycle Retail

NAICS

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

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

Keywords

• Motorcycle retail
• Motorcycle dealerships
• Motorcycle wholesale distribution
• Motorcycle accessories
• Powersports vehicles

Headquarters

HQ city

Springwood

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Motorcycle Retail Sales: Revenue from direct retail sales of motorcycles to consumers through dealership network
2. Wholesale Distribution: Revenue from wholesale distribution of motorcycles and accessories to other dealers
3. Aftermarket Accessories and Services: Revenue from sale of accessories, parts, and related services

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

MotorCycle Holdings operates 55 retail and wholesale motorcycle operations across Queensland, New South Wales, the Australian Capital Territory, Victoria, South Australia, Western Australia, and New Zealand, selling new motorcycles, electric vehicles, accessories, and parts as an authorized representative of the world's most iconic motorcycle brands. The company also runs a wholesale distribution business supplying motorcycles and accessories to other dealers and provides aftersales servicing, finance, and insurance support through its dealership footprint.

Product overview

MotorCycle Holdings operates as a single unified retail and distribution platform rather than a modular product architecture. The company functions as Australasia's largest motorcycle retailer and distributor (ASX: MTO), operating 55 retail and wholesale operations across Australia and New Zealand. The portfolio is built around direct retail sales of motorcycles, electric vehicles, and accessories through dealership networks, supplemented by wholesale distribution of iconic motorcycle and accessory brands. The company's growth strategy centers on acquisitions including Peter Stevens Motorcycles, Harley-Heaven, Mojo Group (encompassing Mojo Motorcycles and Mojo Electric Vehicles), and Wide Bay Motorcycles—all now integrated under the MotorCycle Holdings umbrella as brands within a consolidated retail and distribution network.

Differentiator

Problem solved

Functional benefit

Products and services

• MotorCycle Holdings Retail and Wholesale Network
• Peter Stevens Motorcycles Dealerships
• Harley-Heaven Dealerships
• Mojo Motorcycles Dealerships
• Mojo Electric Vehicles
• Wide Bay Motorcycles Dealership

Quantifiable outcome

• 19.8% market share in new vehicle sales across Australia and New Zealand

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Peter Stevens MotorcyclescoreStrategic or Co-development Partner · 31 July 2025Acquired Peter Stevens Motorcycles as part of asset purchase agreement following April 2025 administration. Peter Stevens is a specialist motorcycle business with multiple outlets that strengthens MotorCycle Holdings' wholesale and retail footprint.
• Harley-HeavencoreStrategic or Co-development Partner · 31 July 2025Acquired Harley-Heaven outlets as part of asset purchase following April 2025 administration, expanding MotorCycle Holdings' presence in the Harley-Davidson segment.
• Mojo MotorcyclescoreStrategic or Co-development Partner · 31 October 2022Acquired 100% of Mojo Motorcycles Pty Ltd and Mojo Electric Vehicles Pty Ltd, expanding into electric vehicle segment.
• World's Leading Motorcycle BrandscoreChannel Partner/ Reseller/ DistributorMotorCycle Holdings serves as authorized representatives and distributors for the world's most iconic and highly sought-after motorcycle and accessory brands across Australasia.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Inchcape plc: Inchcape is a global automotive distributor and retailer that holds exclusive distribution rights for premium brands in many markets; comparable to MotorCycle Holdings because both operate as authorized brand distributors running retail and wholesale channels.
• Asbury Automotive Group: Asbury is a US-listed franchised automotive retailer with mixed new and used vehicle, parts, and service revenue; comparable to MotorCycle Holdings in dealership-group structure, multi-brand retail mix, and recurring service revenue economics.
• AutoCanada Inc. AutoCanada is a North American multi-brand automotive dealer group with both new and used vehicle franchises plus parts and service; comparable to MotorCycle Holdings as a publicly-listed dealership consolidator with similar revenue mix between new unit sales and aftersales.
• Lithia Motors (Lithia & Driveway): Lithia is a large US automotive retailer pursuing aggressive acquisition-led consolidation; comparable as a publicly-listed dealer group following an inorganic growth strategy to capture share in a fragmented market.
• Pendragon plc: Pendragon is a UK-listed automotive retailer operating multiple dealership brands across passenger and commercial vehicles; comparable as a publicly-listed multi-site vehicle retailer with similar fixed-asset dealership economics, although it is broader in category than MotorCycle Holdings' motorcycle focus.
• Eicher Motors Limited: Eicher Motors is an Indian listed automotive company with Royal Enfield motorcycle manufacturing and a growing retail/distribution footprint; comparable on the motorcycle category focus, though it is principally a manufacturer with attached retail, while MotorCycle Holdings is principally retail.

Direct peers

• Bapcor Limited: Bapcor is the ASX-listed Australian automotive parts and accessories retailer and distributor (e.g., Autobarn, Burson); comparable as a fellow ASX-listed Australasian vehicle aftermarket and parts retailer with overlapping distribution and retail scale.
• Trevalla Pty Ltd (Mojo Group): Mojo Motorcycles is the wholly-owned motorcycle retail subsidiary acquired by MotorCycle Holdings in 2022 distributing Sherco and Lambretta in Australia; comparable as a directly-owned retail brand within MotorCycle Holdings' network, illustrating the integrated brand-portfolio model.

Others

• Harley-Davidson Inc. Harley-Davidson is a major motorcycle OEM whose brands (acquired by MotorCycle Holdings via Harley-Heaven outlets in 2025) are stocked and serviced by the dealership; comparable as a partner/OEM whose product flows through MotorCycle Holdings' distribution network.

Regional players

• carsales.com Limited: carsales.com is the leading ASX-listed Australian online automotive marketplace; comparable as a fellow ASX-listed Australian vehicle retail ecosystem participant, though its marketplace model differs from MotorCycle Holdings' physical dealership approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/motorcycle-holdings-pty-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

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 Motorcycle Holdings