Autotrader celebrated its 18th annual awards ceremony with an evening event in London, recognising outstanding car, truck, van and motorcycle dealers. The company presented awards across several categories, including Bike Retailer of the Year and Customer Experience awards.

Three dealers received Bike Retailer of the Year honours, with winners selected according to business size. TMS Motorcycle & Automotive won the category for dealers with fewer than 25 bikes. Hastings Motorcycle Centre took the award in the 25–50 bike category, while P.F.K. Ling claimed the title for retailers with more than 50 motorcycles in stock.

Autotrader selected the winners using a combination of platform data analysis and results from its extensive mystery shopping programme. The judging process reviewed millions of data points from more than 600 motorcycle retailer partners.

The mystery shopping programme also determined the winners of the Customer Experience awards. SOR Motorcycles won the award for dealers with fewer than 25 bikes, while The Bike Buyer secured the 25–50 bike category. North Oxford Garage received the award for retailers with more than 50 bikes.

These businesses stood out for delivering excellent customer service throughout the buying journey, from initial enquiries and showroom visits to after-sales communication and follow-up.

Commenting on the awards, Nathan Coe said:

“Bike retailers are operating in a fast-evolving market where customer expectations are higher than ever. The retailers we’ve recognised this year understand what modern bike buyers value, offering excellent service, transparency and a seamless experience both online and in-store.”

He added that the judging process is independent, unbiased and based entirely on data and facts, making the awards a significant achievement for the winning businesses and a benchmark for standards across the industry.