BIKE O

What BIKE O does

BIKE O (株式会社バイク王＆カンパニー, ticker 3377 on the Tokyo Stock Exchange Standard Market) is a Japanese used-motorcycle retailer and lifecycle services company founded in 1994 and listed since 2006. The company buys used motorcycles from individuals through a nationwide home-visit appraisal network and resells them through 84 retail stores across Japan, online channels (8190.jp, BIKE O Direct, Yahoo! Auctions), and specialty sub-brands Beat&C (Harley-Davidson focus) and 絶版車館 (1970s-1990s vintage models). It processed approximately 100,000+ motorcycles annually and generated ¥38.5 billion in FY2025 revenue (113% YoY). Its service portfolio spans the full motorcycle lifecycle: appraisal/purchase, retail sales, certified-mechanic maintenance (105 Grade 2 and 26 Grade 3 certified mechanics), parts and accessories, rental, and after-sales protections including a 100-day return policy and extended warranties up to 7 years.

The company operates three reported business segments — Mobility, Lifestyle, and Leisure & Outdoor — and is extending into adjacent categories including electric mobility (e-bikes via e-819.jp) and B2B dealer services. Its core technology stack consists of a proprietary Vehicle Inspection Manual and Core Business System that standardize appraisal quality and inventory management across all locations, complemented by the Bike Life Lab content platform and Bike Mirai Soken research institute. Revenue is generated through used-motorcycle transaction spreads, financing attach (auto loans and residual-value loans via Sumitomo Mitsui Card), maintenance and repair services, parts and accessories, and rental income. In December 2025 the company established the RIDE&LINK joint venture with Premier Group to extend its dealer platform with shared inventory, dealer financing, and the Carplimia failure warranty, marking a strategic pivot toward B2B platform economics layered on top of the B2C retail base.

Name

BIKE O

Legal name

株式会社バイク王＆カンパニー

Website

https://8190.co.jp

Company type

Public

Founded year

1998

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BIKE O is a Japanese used-motorcycle retailer and lifecycle services company operating 84 stores nationwide, handling 100,000+ units annually with ¥38.5B FY2025 revenue. It serves individual riders and dealers across purchasing, sales, maintenance, financing, and warranty services, listed on TSE as ticker 3377.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain

Revenue model

1. Used Motorcycle Sales: Primary revenue from buying and selling used motorcycles through retail stores and online channels. The company purchases motorcycles from individual sellers through its nationwide appraisal network and resells to buyers with quality assurance and warranties.
2. Financial Services: Auto loan financing services including residual value loans and low-interest installment plans for motorcycle purchases, generating interest income from Sumitomo Mitsui Card partnerships.
3. Maintenance and Repair Services: Vehicle inspection, maintenance, and repair services provided at retail locations. The company employs certified mechanics (105 2nd-level and 26 3rd-level certified mechanics) for quality assurance.
4. Parts and Accessories Sales: Sales of motorcycle parts, accessories, and merchandise through retail stores and online platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

BIKE O operates a nationwide chain of 84 retail stores in Japan that buy and sell used motorcycles, complemented by home-visit appraisal services, certified-mechanic maintenance and repair, parts and accessories sales, motorcycle rentals, and auto loan financing. The company handles approximately 100,000+ motorcycle transactions annually through integrated physical retail, online storefronts (8190.jp, e-819.jp), and specialty stores (Beat&C, 絶版車館), with extended warranty programs up to 7 years and a 100-day return policy.

Product overview

BIKE O (株式会社バイク王＆カンパニー) operates as a comprehensive 'life design' company beyond traditional motorcycle services. The core offerings include the Mobility Business (モビリティ事業) for used motorcycle purchasing and sales, complemented by Lifestyle (ライフスタイル事業) and Leisure/Outdoor (レジャー・アウトドア事業) segments. Key products and services include professional motorcycle appraisal/purchasing with nationwide pickup, maintenance services (105 Grade 2 and 26 Grade 3 certified mechanics), rental motorcycle services, electric mobility (e-bike) offerings, and extended warranty programs up to 7 years. The company operates specialty store brands including Beat&C (Harley-Davidson focus) and 絶版車館 (Vintage Bike Museum) for 1970s-1990s rare models. Financial products include residual value auto loans (1.9%-4.9% APR) and low-interest loan campaigns. The RIDE&LINK joint venture provides B2B dealer services including shared inventory platform, independent motorcycle loans, and Carplimia failure warranty. The company maintains 84 stores nationwide, handles approximately 100,000+ motorcycles annually, and generates 385 billion yen in FY2025 sales.

Differentiator

Problem solved

Functional benefit

Brands

• Bike-O: Mobility business segment focused on used and new motorcycle sales, purchase, and related services.
• 絶版車館
• Beat&C
• Bike-O Direct
• Bike Life Lab

Products and services

• Used Motorcycle Sales and Purchasing
• Motorcycle Appraisal/Purchasing Service
• Motorcycle Maintenance and Repair Service
• Rental Motorcycle Service

Quantifiable outcome

• 96.3% male childcare leave acquisition rate demonstrates progressive HR practices
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• LDH JAPANminorGTM or Marketing Partner · 30 June 2026Sponsorship of EXILE THE SECOND LIVE TOUR 2026 'PERFECT YEAR BEST ~Born To Be Wild~'. Partnership aims to reach female fans (93.19% of audience) to promote motorcycle culture and expand female rider demographics.
• Premier GroupcoreStrategic or Co-development Partner · 15 May 2026Joint venture RIDE&LINK established in December 2025 combining BIKE O's two-wheel market expertise with Premier Group's finance and warranty capabilities. Operates shared inventory platform for two-wheel dealers and verification stores for customer experience development.
• Japan Motorcycle Promotion Safety AssociationminorStrategic or Co-development PartnerIndustry association membership contributing to motorcycle safety promotion and comfortable motorcycle lifestyle initiatives.
• V PointminorGTM or Marketing PartnerPoint reward partnership for promotional campaigns. V Points are awarded to customers purchasing motorcycles at BIKE O stores during promotional periods.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Gulliver (IDOM): Major Japanese used-car retailer (Gulliver brand) with nationwide stores and B2B services. Comparable in scaled used-vehicle retail model, multi-channel sales, and customer trust framework, though focused on automobiles rather than motorcycles.
• Mercari: Japan's largest C2C marketplace including motorcycle listings and transactions. Not a direct retail competitor but a key disintermediation threat, as Mercari's platform enables direct peer-to-peer used motorcycle sales that bypass traditional dealers like BIKE O.
• RumbleOn: US-based powersports and automotive dealer network with online marketplace capabilities. Comparable business model in used-vehicle retail and dealer services, though operating in the US market with broader automotive and powersports inventory.
• Autobacs Seven: Japan's largest automotive aftermarket retailer with nationwide stores offering parts, accessories, and services for cars and motorcycles. Broader incumbent with overlapping customer segments in motorcycle accessories and maintenance, though primarily focused on four-wheel vehicles.

Direct peers

• Up Garage (アップガレージ): Specialty retailer of used motorcycle and car parts, accessories, and wheels operating a franchise-based chain across Japan. Comparable as a used two-wheel aftermarket retailer serving enthusiast buyers, though more focused on parts than complete vehicles.
• 2りんかん (Nirin-kan): Wholly-owned subsidiary of BikeOne, operating motorcycle parts and accessories retail stores across Japan. Directly comparable store-based retail model serving similar rider customers, with overlapping product categories in parts and accessories.
• Red Baron (レッドバロン): Japan's largest motorcycle dealer chain, operating a nationwide network of stores selling new and used motorcycles with service, parts, and accessories. Closely comparable to BIKE O in retail footprint, customer demographic, and product/service mix, though Red Baron's brand is more weighted to new motorcycle sales.
• BikeOne (バイクワン): Motorcycle dealer chain operating 2りんかん retail stores and BikeOne outlets across Japan, offering new/used motorcycles, parts, accessories, and maintenance. Directly comparable in store-based retail model, customer segments, and used-motorcycle inventory management.
• Naps (ナップス): Major motorcycle parts and accessories retailer with nationwide store presence in Japan, serving similar rider demographics. Comparable in physical retail model and motorcycle aftermarket product mix, though Naps is primarily an accessories retailer rather than full-vehicle dealer.

Others

• Premier Group: Japan-based automotive services group providing finance, warranty, and dealer support services. Strategic JV partner in RIDE&LINK, with overlapping dealer-services offerings but not directly competing in motorcycle retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/bikelifelab
• TikToktiktok.com/@bikelifelab
• Instagraminstagram.com/bikeking_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 BIKE O