New Owners, New Look and a New Direction for Mount Motorcycles

With new owners, a completely refurbished showroom and Royal Enfield joining BMW on the floor, Mount Motorcycles is entering an exciting new chapter. Paul caught up with Michelle Bourke to discover what’s behind the changes and where the business is heading.

• Michelle and Jason Bourke have taken over the long-established Mount Motorcycles dealership.
• Royal Enfield now joins BMW and Vespa in a showroom refurbished in just four weeks.
• The new owners are retaining workshop expertise while developing the gear range and online presence.

There’s something reassuring about walking into a motorcycle dealership that’s been around for years. You know the people, you know the brands, and there’s a certain confidence that comes with an established business.

But sometimes a fresh set of eyes and a willingness to do things differently can be exactly what’s needed.

That’s certainly the thinking behind the changes taking place at Mount Motorcycles, where new owners Michelle and Jason Bourke have taken the reins of the long-established BMW dealership and are busy putting their own stamp on the business.

I recently called in to collect a Royal Enfield Bullet 650 for testing and was impressed by the transformation. The showroom has undergone a major refurbishment, there’s a new brand sitting alongside BMW & Vespa, and there’s a definite sense of enthusiasm about the place.

And while Michelle and Jason might be newcomers to the road-bike dealership business, they’re certainly no strangers to motorcycles.

From motocross to motorcycles

For the past 25 years or so, motorcycles have been a big part of family life for Michelle and Jason, although their involvement has predominantly been on the dirt rather than the road.

Jason raced motocross, as did both of their sons, Kayden and Cobie Bourke.

Kayden, now 25, finished racing when he was 17, while 22-year-old Cobie has continued competing at a high level and is a New Zealand Honda rider, although he’s currently sidelined through injury.

So while running a motorcycle dealership might be a new experience, understanding the passion that drives people to ride certainly isn’t.

Interestingly, buying a motorcycle business wasn’t originally part of the plan.

“We were actually looking at early childhood centres,” Michelle explains.

However, the business broker they were dealing with happened to have Mount Motorcycles on the books, and when Jason heard about the opportunity, things moved remarkably quickly.

“As soon as it was mentioned, Jason’s ears pricked up. He got a bit of an okay from me, and then he was off to the bank and the accountant. He was all over it.

“Literally two months later, we were here.”

It was a rapid introduction to motorcycle retailing, but one the couple approached with a clear understanding that the business would need to evolve.

Building on an established reputation

Mount Motorcycles has long been associated with BMW, establishing a strong reputation among riders for both the motorcycles it sells and the service it provides.

For Michelle and Jason, retaining that established customer base and the expertise behind the business was essential.

“It wasn’t just about bringing in more income. It was about bringing more people through the door and making sure the business was viable.”

But they also recognised that relying primarily on BMW would make growing the business challenging, particularly in a market that has experienced some difficult trading conditions in recent years.

Their solution was to introduce Royal Enfield alongside BMW.

“We knew we had to bring another brand into the business,” Michelle says.

“It wasn’t just about bringing in more income. It was about bringing more people through the door and making sure the business was viable.”

The decision makes plenty of sense.

BMW remains one of the premium names in motorcycling, with a range spanning everything from smaller-capacity machines through to large adventure tourers and high-performance road bikes.

Royal Enfield, meanwhile, brings something quite different to the showroom, with its retro styling, approachable motorcycles and competitive pricing.

The two brands appeal to different types of riders, but there’s also a fair bit of crossover.

Someone visiting to look at a Royal Enfield might discover a BMW that catches their eye, while an established BMW owner could find themselves tempted by a classic-styled Royal Enfield as a second bike. And then there are the Vespa scooters, perfect for a Tuaranga commuter.

It’s an interesting combination, and one that gives Mount Motorcycles a much broader customer base to work with.

A showroom transformed

Perhaps the most obvious change is the dealership itself.

Michelle and Jason have invested heavily in refurbishing the showroom, creating distinct spaces for BMW and Royal Enfield while giving the entire business a fresh, modern appearance.

Remarkably, the transformation took just four weeks.

“It was chaos,” Michelle laughs.

“But we were still able to operate the workshop throughout the refurbishment, which was really good.”

The project also involved meeting BMW’s requirements for brand presentation and ensuring there was clear separation between the two manufacturers.

“Having BMW and Royal Enfield together makes our showroom different to anybody else’s.”

Although the couple had always intended to update the premises, the final result was considerably more extensive than originally planned.

“We knew coming into the business that the showroom needed an upgrade. We’d talked about it with the previous owner.

“Probably not to this extent, but we thought if we were only going to do it once, we might as well do it properly.”

It’s an approach that’s paid off, with the finished showroom providing an impressive home for both motorcycle brands.

And Michelle believes the dealership now has something that sets it apart.

“Having BMW and Royal Enfield together makes our showroom different to anybody else’s.”

Looking after existing customers

Of course, an impressive showroom is only part of what makes a successful motorcycle dealership.

For many riders, particularly those who own premium motorcycles, the relationship with the workshop and the people maintaining their machines is every bit as important as the sales experience.

Fortunately, Mount Motorcycles has retained key members of its technical team.

Mechanic Chris remains with the business, alongside Rob, whose background in auto electrical work complements his mechanical duties.

And then there’s Barry Gib. No, not the Bee Gee, although he’s certainly got plenty of stories to tell.

Barry is an extremely experienced and passionate motorcyclist who has ridden all around the globe. He’s one of those people who genuinely lives and breathes motorcycles, and if you’ve got a spare half-hour, he’s more than happy to spend it chatting about pretty much anything involving two wheels.

Having someone with that depth of riding experience on the showroom floor is a real asset, particularly when customers want advice from someone who’s actually spent years riding motorcycles rather than simply selling them.

Former owner Ray has departed following the sale, while long-serving employee Daryl, who had been with the dealership for around 20 years, has also moved on to pursue other interests.

For Michelle, looking after the existing team is a priority.

“We’ve got to make sure we stay focused on our goals, keep our budgets on track and make sure our staff are good and well looked after.”

It’s a small team, but one that’s now working within a significantly updated dealership.

Finding their own identity

Another area Michelle is keen to develop is the dealership’s riding gear and accessories range.

Rather than attempting to compete directly with the large motorcycle accessory retailers, the plan is to offer a more carefully selected range of products that suits the customers coming through the door.

That means an increasing emphasis on quality urban riding gear, including motorcycle jeans and casual-looking protective clothing.

“We’re getting to know our customers and what they’re wanting,” Michelle explains.

“We’re getting more urban ranges, but we’ve also got to have a balance.”

With BMW customers expecting quality equipment and Royal Enfield attracting riders who may have different requirements and budgets, the challenge is finding the right mix.

The aim is to offer premium products alongside more affordable options without trying to be everything to everyone.

It’s a sensible strategy, particularly for a smaller dealership where stocking the right products is more important than simply filling shelves.

Learning the business

Having owned Mount Motorcycles for only around four months, Michelle is refreshingly open about the fact that there’s still plenty to learn.

Her role is ultimately to manage the business rather than spend every day working on the showroom floor, but for now she’s deliberately immersing herself in the day-to-day operation.

“I’m supposed to be running the business, not so much working in the business,” she says.

“But at the moment it’s been good because I’m starting to understand the business and learn the business just from being in it.”

Jason, meanwhile, is currently working outside the motorcycle industry, although the plan is for him to gradually transition into the dealership.

Once that happens, Michelle hopes to concentrate more on the management side while Jason takes on a greater role in the daily operation.

“It’s a lot of work, but it’s about getting to know our customers and understanding their needs.”

There are also plans to improve the dealership’s systems and online presence, while building up the stock of motorcycles available for sale.

Finding good used motorcycles is proving particularly challenging, with owners apparently reluctant to part with their current machines or upgrade.

And with both BMW and Royal Enfield continuing to develop their model ranges, the couple also need to think well ahead when planning future stock.

“All our orders are done in advance, so you’ve got to be thinking ahead and figuring out what your customers want,” Michelle says.

“It’s a lot of work, but it’s about getting to know our customers and understanding their needs.”

A new chapter

Taking over an established motorcycle dealership is no small undertaking, particularly when the industry has experienced a challenging couple of years.

And Michelle readily admits that getting the purchase across the line wasn’t straightforward.

Convincing the bank and accountants of the business’s potential was one of the biggest hurdles, particularly as the couple’s plans depended on expanding the dealership beyond its existing BMW operation.

But they could see the opportunity.

Four months in, they’ve already introduced Royal Enfield, completed a substantial showroom refurbishment and started developing a clearer identity for the business.

There’s still plenty of work ahead, and Michelle makes no secret of that.

But what struck me during my visit was the enthusiasm behind the changes.

Michelle and Jason aren’t people who have simply bought a business because motorcycles happen to be something they can sell. Bikes have been part of their lives for decades, and that passion is now being channelled into a different side of the industry.

For existing BMW customers, the familiar workshop expertise remains. For Royal Enfield riders, there’s now an impressive new home for the brand in the Bay of Plenty.

And for anyone who hasn’t visited Mount Motorcycles recently, it’s probably worth calling in to see what’s changed.

Judging by the work that’s already been done, Michelle and Jason have some interesting plans for the future.