Max BMW Motorcycles

What Max BMW Motorcycles does

Max BMW Motorcycles is the Northeast US's exclusive BMW Motorrad dealership group, founded in 2002 by Max Stratton in North Hampton, NH. The company sells new and used BMW motorcycles, distributes over 45,000 in-stock OEM and aftermarket parts (including vintage pre-1970s inventory acquired through Bench Mark Works in 2021), and operates an exclusive BMW-certified service department with an in-house machine shop supporting engine rebuilds and full vintage restorations via its Heritage Service Center. It runs three retail/service locations in New Milford CT, Brunswick NY, and North Hampton NH, after consolidating a fourth South Windsor CT site into New Milford in January 2025, and supports a fleet of 10 enclosed Mercedes Sprinter vans providing door-to-door motorcycle pickup and delivery across the region.

The business model combines transactional unit sales, recurring parts e-commerce (shipped six days a week via UPS, FedEx, and USPS), and service labor. Distribution is multi-channel: physical showrooms, the shop.maxbmw.com e-commerce storefront with online parts diagrams and ordering, and the van-based pickup/delivery operation that effectively extends the service radius beyond the three store geographies. Pricing is value-positioned — tires advertised at up to 45% off retail, with low service labor rates underwritten by large parts inventory — and motorcycle purchases are financed in-house.

The company employs approximately 65 people across sales, service, parts, vintage restoration, operations, and logistics. Customer engagement is driven by an event-led community model (30+ annual events including Open Haus demo days, the Wheels in the Field enduro, riding seminars, and BMW Demo Truck visits) supported by a weekly eRider newsletter and active social channels (Facebook, Instagram, YouTube). The business is privately held by founder Max Stratton with no external funding, and the entire revenue base is tied to the BMW Motorrad franchise relationship.

Name

Max BMW Motorcycles

Legal name

MAX BMW Motorcycles

Website

https://maxbmwmotorcycles.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Max BMW Motorcycles is a privately held, BMW-exclusive motorcycle dealership group operating three Northeast US locations (CT, NY, NH), selling new and used BMW motorcycles, 45,000+ OEM and vintage parts, and certified service including vintage restoration, supported by a 10-van pickup/delivery fleet.

Ownership category

akta.pro rank

Product category

Motorcycle Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

Keywords

• BMW motorcycle dealership
• Motorcycle parts and accessories
• Motorcycle service and repair
• Engine rebuilding services
• Vintage motorcycle restoration

Headquarters

HQ city

New Milford

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Motorcycle Sales: Sale of new and used BMW motorcycles. MAX BMW claims the largest inventory of new and used BMW motorcycles for sale in the US, with models in every color and configuration. Online inventory browsing with delivery available.
2. Parts Sales: Sale of BMW motorcycle parts and accessories through online catalog. Over 45,000 parts in-stock with Parts Express team shipping orders six days a week via UPS, FedEx, and USPS. Also incorporates Bench Mark Works vintage parts inventory.
3. Motorcycle Service and Repair: BMW-certified technician services including scheduled maintenance, engine rebuilds, intake/injector cleaning, extended warranties, and performance parts installation. Operates exclusively BMW service department.
4. Tire Sales: Sale of tires for BMW motorcycles both in-store and online, with prices up to 45% off retail.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

MAX BMW Motorcycles is an exclusive BMW motorcycle dealership that sells new and used BMW motorcycles, retails over 45,000 in-stock OEM parts and accessories via an online parts catalog, and provides BMW-certified service and maintenance including engine rebuilds and vintage BMW restoration. The company operates three retail locations across CT, NY, and NH, an online storefront at shop.maxbmw.com, and a regional door-to-door pickup-and-delivery service for motorcycles.

Product overview

MAX BMW Motorcycles operates as a multi-location BMW motorcycle dealership offering a comprehensive portfolio of products and services centered on BMW motorcycles. The core offerings include sales of new and used BMW motorcycles, supported by an extensive parts department with over 45,000 parts in stock and online ordering capabilities through the Original Parts Fiche and Tire Store. Service operations form a key pillar, with BMW-certified technicians providing maintenance, repairs, engine rebuilds, and specialized services including intake and injector cleaning. The Heritage Service Center handles vintage BMW restoration with in-house machine shop capabilities. The company also acquired Bench Mark Works in 2021 to strengthen its vintage parts and restoration expertise. Additional offerings include tire sales with up to 45% off retail pricing, pickup and delivery service via enclosed vans, extended warranties, performance parts, and finance application services. The product portfolio spans the complete motorcycle ownership lifecycle from new vehicle sales through vintage restoration.

Differentiator

Problem solved

Functional benefit

Brands

• Bench Mark Works: Vintage BMW motorcycle parts and service brand acquired by MAX BMW in 2021, specializing in pre-1970's vintage parts

Products and services

• New BMW Motorcycles Sale of new BMW motorcycles in the latest models, colors, and configurations, including adventure, sport, and touring categories.
• Used BMW Motorcycles Sale of pre-owned BMW motorcycles with an extensive selection of used models.
• BMW OEM Parts and Accessories Online parts catalog with parts diagrams for all classic and modern BMW motorcycles, with over 45,000 parts in stock and six-day-a-week shipping via UPS, FedEx, and USPS.
• BMW Motorcycle Tires Sale of motorcycle tires for BMW motorcycles at prices up to 45% off retail, available in-store and online with fresh stock ready to ship or install.
• BMW Motorcycle Service and Repair BMW-certified technician services including scheduled maintenance, repairs, intake/injector cleaning, extended warranty work, and performance parts installation for all BMW motorcycles.
• Heritage Service Center and Vintage BMW Restoration Dedicated vintage BMW motorcycle service department with in-house machine shop for crank rebuilds, cylinder/head work, suspension repair, and full mechanical restoration of pre-1970s BMW motorcycles.
• Engine Rebuild Services Complete engine rebuilding services for BMW motorcycles performed by skilled technicians.
• Pick-Up and Delivery Service Door-to-door motorcycle pickup and delivery service using a fleet of 10 professionally-driven enclosed Mercedes-Benz Sprinter vans to transport motorcycles to and from customer locations across the Northeast.
• Extended Warranties Extended warranty options for BMW motorcycles providing additional coverage beyond the standard manufacturer warranty.
• Performance Parts High-performance parts and accessories to enhance BMW motorcycle power, handling, and aesthetics.
• Bench Mark Works Vintage Parts Pre-1970s vintage BMW motorcycle parts, drawing on Bench Mark Works inventory and 25 years of expertise, integrated into MAX BMW's online parts catalog.

Quantifiable outcome

• 45,000+ parts in stock, shipped six days a week
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Bench Mark WorkscoreStrategic or Co-development Partner · 15 November 2021MAX BMW acquired the assets and inventory of Bench Mark Works, a BMW motorcycle vintage parts and service company based in Sturgis, MS. The acquisition included Bench Mark Works' extensive parts inventory, the company name and website. MAX BMW continues to maintain Bench Mark Works as a destination for pre-1970s vintage parts and fulfills orders by phone and email. Founder Craig 'Vech' Vechorik retired after the sale.
• BMW MotorradcoreChannel Partner/ Reseller/ DistributorMAX BMW is the Northeast's only exclusive BMW Motorcycle dealership, authorized to sell new BMW motorcycles, parts, and provide BMW-certified service. The company works with BMW Motorrad's Demo Truck program for test ride events and participates in BMW brand events and Open Haus.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Seacoast Harley-Davidson: Regional motorcycle dealership based in New Hampshire serving the same Northeast geography as MAX BMW. Comparable as a regional single-brand motorcycle dealer competing for the same rider customers, though operating under a different brand (Harley-Davidson vs. BMW) with limited geographic overlap.

Direct peers

• BMW Motorcycles of San Francisco: Exclusive BMW motorcycle dealership in Northern California offering new/used sales, parts, and certified service. Direct peer in operating model (exclusive BMW franchise with multi-product revenue stack), though serving a West Coast geography rather than the Northeast.
• Babbitt's Powersports: Online and catalog retailer of powersports and motorcycle parts including vintage and OEM components. Comparable to MAX BMW's online parts business, with national reach and a strong vintage parts catalog that overlaps with Bench Mark Works and MAX BMW's Heritage offerings.
• JP Cycles (Motorcycle Superstore): Online retailer of motorcycle parts, accessories, and gear serving enthusiasts nationwide. Comparable to MAX BMW's online parts and tire business, competing for the same enthusiast rider segment that buys parts and accessories online.
• Dennis Kirk: Long-established mail-order and online retailer of motorcycle, ATV, and powersports parts and accessories. Direct competitor to MAX BMW's Parts Express online business, particularly for vintage and OEM parts where overlapping SKUs and customer demographics exist.
• Bob's BMW Motorcycles: Exclusive BMW motorcycle dealer in Maryland, operating multiple retail locations with new/used sales, parts, certified service, and online parts ordering. Closest direct comparable due to identical single-brand BMW dealership model, manufacturer partnership, and similar product/service mix.
• RevZilla: Leading online motorcycle parts, accessories, and gear retailer owned by Comoto Holdings. Direct competitor to MAX BMW's online parts catalog business, with national reach, broader SKU assortment, and strong digital marketing—overlapping customer base of enthusiast motorcycle riders.
• Cycle Gear: Large multi-brand motorcycle parts, accessories, and apparel retailer with both online and brick-and-mortar stores across the US, also owned by Comoto Holdings. Competes directly with MAX BMW on parts and accessories, with stronger geographic footprint and assortment scale.

Broad incumbents

• RideNow Powersports: Large multi-brand powersports dealership group operating across multiple US states with sales, service, and parts for motorcycles, ATVs, and other vehicles. Comparable as a scaled multi-location powersports retailer, though broader in brand mix than MAX BMW's exclusive BMW focus.
• Champion Powersports: Multi-line powersports dealership group in the Northeast and Mid-Atlantic offering sales, service, and parts across multiple brands. Comparable to MAX BMW as a regional dealership group with similar service capabilities and customer base, though broader brand portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MAXBMWNH/videos
• Facebookfacebook.com/MAXBMWMotorcycles
• Instagraminstagram.com/maxbmwmotorcycles
• LinkedInlinkedin.com/company/max-bmw-motorcycles

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

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 Max BMW Motorcycles