My recent attempt to buy a new Honda CRF300L proved otherwise, and it was genuinely surprising how difficult some dealers made the process for a ready-to-buy customer.
Buying a new motorcycle should be one of the enjoyable parts of riding. You do the research, save the money, choose the model, and then… you buy the bike. At least, that’s how it’s supposed to work.
My recent attempt to buy a new Honda CRF300L has been anything but straightforward, and it has left me genuinely surprised at how difficult some dealers make it to give them money. The bike was the easy part
The decision itself was simple. The CRF300L is a well-known, well-reviewed lightweight adventure bike. I knew the model year I wanted, the specification, and even the colour. I wasn’t shopping vaguely or wasting anyone’s time… I was a motivated, ready-to-buy customer.
The problem wasn’t the bike.
The problem was the process.
I contacted numerous UK dealers by phone and email. Some never replied at all. Emails went unanswered for days or weeks. Voicemails weren’t returned. In several cases, follow-up messages were simply ignored. This wasn’t during a boom period or peak riding season either. It was winter, traditionally a quieter time when dealers might welcome serious enquiries.
Instead, the experience felt like trying to get attention from businesses that simply didn’t care.
“We don’t have that colour” — and the attitude that followed…
When I did manage to speak to someone, the responses were inconsistent. A few dealers were helpful and honest. Others were dismissive.
Asking specifically about the grey version of the bike — a standard factory colour — was sometimes met with irritation or outright rudeness. In more than one call, the tone shifted the moment I said I didn’t want red. The implication was clear: take what we’ve got, or stop wasting our time.
That’s not a great message to send to someone ready to spend £5000. No follow-up, no ownership, no interest. What stood out most was the complete lack of follow-up. No “I’ll check and get back to you.” No “we don’t have one now, but I’ll let you know if that changes.” No attempt to build a relationship or even close a sale.
This wasn’t a case of negotiating hard or asking for unrealistic discounts. It was simply trying to buy the right bike, in the right specification.
Which leads to a bigger question: is this part of the reason younger and new riders are turning away from motorcycling altogether? If you’re new to riding, or younger, or less confident — how would this experience feel? Unreturned calls. Ignored emails. Dismissive conversations. Being made to feel awkward for asking basic questions.
Most people, especially younger buyers, won’t persist. They’ll move on. They’ll buy something else, or do something else entirely.
In a world where consumers are used to clear communication, online stock visibility, and simple purchasing journeys, the motorcycle trade can feel oddly stuck in the past. And that friction doesn’t just frustrate experienced riders – it actively discourages newcomers.
The irony is that manufacturers talk endlessly about attracting new riders, lowering barriers to entry, and growing the market. Meanwhile, the frontline experience — the dealer interaction — often does the opposite.
Motorcycling doesn’t just need good bikes.
It needs businesses that actually want to sell them.
It’s important to say this clearly: not every dealer was poor. In the end, I received excellent service from Bill Smith Motors (https://www.billsmithmotors.co.uk/honda). Communication was clear, polite and prompt. Questions were answered properly. The process was straightforward and professional. Unsurprisingly, that’s where the sale went. The difference wasn’t price… It was attitude.
Buying a motorcycle should feel exciting, not exhausting. When customers are ignored, dismissed, or made to feel like a nuisance, it damages more than a single sale — it damages the future of the sport.
Equally, when dealers get it right, they deserve to be recognised. So thank you to Bill Smith Motors — and a reminder to the rest of the industry that sometimes all it takes to win a customer is answering the phone and treating people with respect.
