BMW Motorrad expands UK retailer network with Sytner Stevenage and Group 1 Reading
BMW Motorrad UK is proud to announce that it has strengthened its UK retailer network with the addition of Sytner Stevenage and Group 1 Reading, improving customer access to sales, servicing and genuine BMW Motorrad parts, accessories and rider equipment.
Sytner Stevenage becomes Sytner’s fourth BMW Motorrad location, alongside Cardiff, Warwick and Wolverhampton. Located alongside Sytner’s BMW and MINI facility, Sytner Stevenage will showcase new and approved used motorcycles, rider equipment and accessories, and includes a newly built four-bay workshop for servicing. A demonstrator fleet is available immediately, allowing customers to experience the latest BMW Motorrad model range.
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Manjit Ahluwalia, Head of Business at Sytner Stevenage, said: “We are incredibly proud to introduce BMW Motorrad to Sytner Stevenage, marking an exciting new chapter for our business and our customers. Motorrad represents the essence of BMW’s engineering excellence, innovation and passion for riding—now brought to life on two wheels. Our award-winning aftersales operation, recognised at the highest level within BMW and MINI, gives us a strong foundation as we expand into Motorrad. We are delighted to welcome a team of experienced Motorrad technicians, service advisors and sales executives, all committed to delivering an exceptional standard of care and expertise for our customers.”
Group 1 Reading becomes Group 1’s third BMW Motorrad location, alongside Brighton and the recently opened Norwich site. Located within the MINI building, the Group 1 Reading showroom is now open for sales and features a wide range of new and Approved Used models, alongside BMW Motorrad clothing and accessories.
Servicing and maintenance will take place in a newly built BMW Motorrad workshop featuring three bays plus an MOT bay. The workshop will become fully operational from 20 April, with advance bookings for service and maintenance now being accepted. The BMW Motorrad Demo Tour visits the new Reading location on 9 May 2026; customers can book a riding slot here: www.bmw-motorrad.co.uk/en/service/forms/demo-tour-booking-system.html/?retailer=22980&fixed=true#/
Dan Leeds, Head of Business at BMW/MINI Reading, said: “BMW Motorrad is officially open right here in Reading, and I couldn’t be more thrilled. We’ve now launched sales, with servicing set to go live in mid-April. I can also confirm that Emily Godolphin, Motorrad Brand Manager, will be leading the business in Reading. Emily brings extensive brand experience and strong product knowledge, positioning the team well to establish and grow the Motorrad presence in the region and deliver an outstanding experience for our customers.”
Emily Godolphin, Motorrad Brand Manager at Group 1 Reading, added: “I’m delighted to see the Motorrad brand expanding into Reading. With such an exceptional product range and a passionate team behind it, I’m confident Motorrad will quickly establish itself as a standout presence in the community. Here’s to an exciting new chapter for Motorrad in Reading.”
Paulo Alves, Head of BMW Motorrad UK, commented: “It’s fantastic to welcome two new retailers to the BMW Motorrad family, continuing our retail expansion as both Sytner and Group 1 introduce the BMW Motorrad brand to two new sites and expand our footprint across the UK. The Stevenage and Reading teams bring strong product knowledge and clear passion for the brand, and I’m confident they will serve current and future BMW Motorrad customers in their respective areas extremely well.”
Group 1 Reading is located at Drake Way, Reading, RG2 0GH. Customers can view opening hours and book an appointment at: www.bmw-motorrad.co.uk/group-1-reading/en/home.html
Sytner Stevenage is located at Gunnels Wood Road, Stevenage, SG1 2BE. Customers can view opening hours and book an appointment at: www.bmw-motorrad.co.uk/sytner-stevenage/en/home.html
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About BMW Motorrad
BMW Motorrad is the motorcycle brand and division of the German automotive company BMW, which has been producing motorcycles since 1923. The company is known for its innovation in motorcycle engineering, including its signature flat-twin boxer engine, and produces a wide range of models from sport bikes to touring and electric scooters.
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