Now anyone who knows the slightest thing about motorcycles will recognise brands like Honda, Suzuki, Triumph or BMW, but these four plucky 125s are all made by far lesser known brands, meaning the duo’s next task was to find out how their credibility is and whether the bikes are actually well made.
You can tell a lot about a business just from a few clicks online, and UM Motorcycles’ global website was (and still is) completely broken – making it almost impossible to navigate and find out more information on the Renegade. Not exactly the start they were hoping for! Next they tried a little more local, searching for UM Motorcycles UK, and were presented with a Google My Business listing. So far, so good.
But – they hit a problem, the listing has a ‘Shop Now’ button – but the link leads to a domain holding site that has nothing to do with UM Motorcycles – maybe it’s time to strike UM off the list?!
BUT… A last minute contender landed on the scene.
The Hyosung Aquila.
Dave found it by chance and returned fantastic reviews, so it looks like a very worthy option. They quickly found a dealer located in Western Super Mare that stocked Hyosung Motorcycles, so the next morning they made the 2 ½ hour trip to the showroom, Sally was giddy with excitement.
Only to find the showroom was closed to the public, and was only open for people collecting new bikes. The pair checked their GMB listing whilst outside the showroom to find no mention of the changes in opening hours – slightly annoying! Emailed them anyway with a few questions but still no answer.
Sally decided to check back the dealer website again as it says delivery is £10 and finance is available with Santander finance. Their website made it look like purchases can be made online but when you get to the checkout it says payment can’t be accepted.
At this point, Sally is getting fed up and questioning if she wants the Hyosung or any bike at all…
So what have we learnt so far?
We feel this article needs to be split into two parts, as frankly the process has been rather a long winded one. The duo spent plenty of time researching the pros and cons of each motorcycle, but when it actually came to moving a little further down the customer journey funnel the process came tedious and exhausting. This is mainly because of poor online presence, which left Dave and Sally searching for competitor brands, or sticking it out and not finding what they were looking for.
Whilst you can most definitely purchase a motorcycle entirely online, the research phase lends itself perfectly to web, social media and mobile marketing, where larger brands have the ability to deal with online enquiries with ease. Smaller brands however struggle with this, and rely heavily on customers actually taking the time to visit the showroom. Many people still do this, particularly with motorcycles as it has always had a club mentality, meaning you’d spend a sunny Saturday morning there with your friends talking bikes. This works for existing customers, but for the new ones who have no idea you exist and may be travelling some distance to get there, without a strong online presence this makes it impossible for people to fully believe and gain confidence in the business.
Stay tuned for part two coming soon!
Elliot is our resident tech-lover and petrolhead, who is in charge of spreading AdFeeder to the masses! Having previously worked with brands such as Porsche and BMW, Elliot specialises in content creation and social media.