04/01/2026
Trying to Buy a Motorcycle in 2026: Why It Shouldn’t Be This Hard
Buying a new motorcycle should be straightforward. You research the bike, choose the specification, save the money — and then you buy it.
That’s the theory.
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.
The bike wasn’t the problem
Choosing the bike was easy. The CRF300L is a well-reviewed, lightweight adventure bike. I knew exactly which model year I wanted, the specification, and even the colour. This wasn’t casual browsing — it was an informed purchase decision.
The problem wasn’t the bike.
It was the buying experience.
Silence instead of service
I contacted multiple UK dealers by phone and email. Some never replied. Others didn’t return calls. Emails went unanswered for days or weeks.
This wasn’t during a busy peak season either. It was winter — traditionally a quieter period when serious enquiries might be welcomed.
Instead, the experience felt like trying to get attention from businesses that simply weren’t interested.
“We don’t have that colour”
When contact was made, responses varied. A small number of dealers were helpful and professional. Others were dismissive.
Asking about the grey version of the bike — a standard factory colour — was sometimes met with irritation or rudeness. On more than one call, the tone changed the moment I said I didn’t want red. The message was implicit: take what’s available, or don’t bother us.
That’s not a great way to treat someone ready to spend £5,000.
No follow-up, no ownership
What stood out most was the lack of follow-up. No “I’ll check and get back to you.” No “I’ll let you know if stock changes.” No attempt to build a relationship or close a sale.
This wasn’t about negotiating discounts. It was simply trying to buy the right bike, in the right specification.
Is this why new riders are drifting away?
It raises a broader question: is this part of the reason younger and new riders are turning away from motorcycling?
If you’re new, less confident, or younger, how would this feel?
Unreturned calls. Ignored emails. Dismissive conversations.
Most people won’t persist. They’ll move on — to something else entirely.
In an age of clear online stock systems and responsive customer service, parts of the motorcycle trade still feel oddly stuck in the past. That friction doesn’t just frustrate experienced riders — it actively discourages newcomers.
It doesn’t have to be this way
Not every dealer was poor.
In the end, I received excellent service from Bill Smith Motors:
https://www.billsmithmotors.co.uk/honda
Communication was prompt and professional. Questions were answered clearly. The process was simple and respectful.
Unsurprisingly, that’s where the sale went.
The difference wasn’t price.
It was attitude.
Final thought
Buying a motorcycle should be exciting, not exhausting. When customers are ignored or dismissed, it damages more than individual sales — it damages the future of the sport.
Equally, when dealers get it right, they deserve to be recognised.
Sometimes, winning a customer is as simple as answering the phone and treating people properly.
