Dicksons of Inverness is launching its new Bikezar concept showroom and Suzuki bikes franchise this weekend with a programme of events designed to build community engagement around the new brand.
The dealership will also be hosting motorsport legend and commentator Steve Parrish as a special guest who will talk about his career as part of the launch celebrations.
Showroom launch event
The event takes place on Saturday from 4pm to 8pm at the group’s Telford Road site, followed by a Bikers Rideout from Inverness to Ullapool on Sunday. The company is sponsoring the rideout, with the first 100 registered participants receiving free fish and chips at the Seaforth in Ullapool.
Read Dicksons of Inverness: Inside a Highland reinvention
Managing director Fraser Bryce said: “We’re incredibly proud to be launching Bikezar as part of the Dicksons of Inverness motor group. It represents a natural step for us, but also something completely new, bringing a fresh, more exciting approach to the motorcycle market in the Highlands.
“The response so far has been genuinely phenomenal. To see that level of interest and engagement before we’ve even officially opened the doors gives us real confidence that we’re building something people want to be part of.
“For us, it’s not just about selling bikes, it’s about creating an experience, building a community and giving people a reason to come in, spend time with us, and enjoy it. This weekend is just the beginning of that.”
In 2023, Dicksons introduced its Carzar showroom, targeting younger drivers with a £1 million investment aimed at improving affordability and access. Bikezar builds on that approach, extending the concept into the motorcycle market as the group continues to expand its retail offering in the Highlands.
Investment and growth plans
Bikezar forms part of a wider £1.5m investment announced earlier this year, which includes new car and motorcycle franchises expected to generate an additional £6m in annual sales.
The company is the only Highland business to stock Korean KGM vehicles and Suzuki motorcycles, taking its tally to six franchises, in addition to its unique Carzar and Bikezar brands. Its franchises are Nissan, Kia, MG, KGM, Suzuki cars and Suzuki bikes at its Telford Road site.
The launch follows a series of investments by the business, including a £500,000 redevelopment of its Kia showroom last year, which introduced a global concept retail format and created seven new jobs. That site features Kia’s Showcase digital configuration system, allowing customers to visualise vehicles without physical stock.
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