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It's a BMW, Jim, but not as we know it.....

Billed as the 'first BMW dealership in the country to feature a full bike store and dedicated cycle workshop' Stephen James Cycles opened in Enfield two weeks ago on the first floor of Stephen James BMW. They have their commercial reasons of course but it helps that the company's MD is a keen cyclist.

If that building looks suspiciously like a car showroom, it's because it is indeed Stephen James BMW on Lincoln Road, Enfield, one of four BMW and Mini dealerships the company owns across London and Kent. As of mid-October the first floor has been rebuilt as one of Trek's dedicated bike shops under the Stephen James Cycles name. Although perhaps not surprisingly they are selling BMW-branded bikes as well.

Road.cc spoke to shop manager James Hewitt yesterday and he was full of enthusiasm for the new project, "I was brought in by Ben Collins because of my background in sports science, my interest in cycling and I've even done a bit of journalism for PezCycling News in Canada."

Ben Collins the MD of the Stephen James Group describes himself as a recreational cyclist and the rising interest in cycling has been clear to see. "The worsening congestion in London means we're all looking for new solutions." as Hewitt puts it.


James Hewitt at the controls

The new store is geared up for both Trek's Project One 'build-yourself-a-custom-Madone' web-based manufacturing scheme and Trek Fit which uses trained staff, some cunning measurements and a rollers-on-video system to fine tune the rider to a new bike. All the workshop staff are fully trained on the Cytech scheme, according to Hewitt.

Trek UK's general manager Nigel Roberts told UK trade magazine BikeBiz  "It's got to be good to expose motorists to the benefits of cycling. This store has the potential to reach people who we might not otherwise be able to reach."

Indeed, when we asked James Hewitt how many bikes he'd sold in the first two weeks to BMW car customers that had wandered intrigued into the bike showroom for a coffee while their cars where serviced, it didn't take him long to look up that they'd sold two Treks and two BMWs.

"The dealership had a good business plan," according to Trek's Nigel Roberts, "the BMW angle sounded interesting and there was a gap in territory for us. We have a mature network of dealers; we don't often add to this network. Stephen James Cycles ticked all the right boxes for us."

Considering that some of the very first motorcycle and car dealerships back in the late Victorian glory days of the bicycle were bike shops keeping up with new technology, it may be that we're coming full circle. We're told by road.cc's local Porsche dealership that the Bike S we posted about last week and just arrived in the showroom attracted more excitement among the staff than any new recent car model.

Details: Stephen James Cycles

18 comments

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arrieredupeleton [576 posts] 4 years ago
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Is it true you aren't allowed to make hand signals whilst riding a BMW bike?

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mr_colostomy [29 posts] 4 years ago
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Tis a shame that they don't seem to sell the sort of bikes which can compete with the cars downstairs as a practical mode of transport for the average Joe. Surely some roadsters and tourers would be better car alternatives for most people?

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OldRidgeback [2620 posts] 4 years ago
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arrieredupeleton wrote:

Is it true you aren't allowed to make hand signals whilst riding a BMW bike?

You are, but insulting ones only. And you are also expected to push to the front of every queue, cut up other riders and weave from lane to lane unexpectedly.

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RhysW [81 posts] 4 years ago
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How annoying I find out about this now, just had to book a mobile servicing guy to fix a buckled wheel this would have been so much simpler.

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nick_rearden [436 posts] 4 years ago
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mr_colostomy wrote:

Surely some roadsters and tourers would be better car alternatives for most people?

Er, picture 8 up the top Mr C. I don't think Trek can be faulted for their roadsterish everyday options.

That's a women's Allant for £450. Here's the gentlemen's option: http://www.trekbikes.com/uk/en/bikes/town/urban_utility/allant/allant#

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mr_colostomy [29 posts] 4 years ago
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But its got *dérailleur* gears!

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Coleman [335 posts] 4 years ago
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How about optional extras? I think they do the little flashing yellow lights for the cars.

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leonrushworth [16 posts] 4 years ago
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So it must be BMW drivers around the uk then as i have seen the same stuff,

Last week a guy in an M3 cabriolet undercut on the M62 to Cheshire Oaks without signals and a lot of engine noise. hahah Got nowhere as per usual just 2 cars down .. they should have a rear spoiler that says , pointless revving in car K or PRICK for an acronym.  4

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DaveP [412 posts] 4 years ago
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LOL!

Don't forget they can : Go through red lights, park wherever they want, act aggressively, harass pedestrians, use mobile phones non-hands free...

Oh look, I've accidentaly written the general activities of most London cycle commuters!!!  13

The BMW riders will fit right in.  3

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OldRidgeback [2620 posts] 4 years ago
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As a London cycle commuter myself I don't resemble that remark, neither does my cycle commuting wife.

Perhaps BMW bikes will be popular with fixie riding hipsters though, who seem to be the worst offenders when it comes to running red lights.

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akhat93 [21 posts] 4 years ago
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If your a bike courier/messeger. Red always means go...
naturally without a front brake.

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Cauld Lubter [135 posts] 4 years ago
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I sincerely hope the BMW cycles are a damn sight more reliable than their motorcycles of late.

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Karbon Kev [688 posts] 4 years ago
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oh dear ...

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alg [166 posts] 4 years ago
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the last place i would go to buy anything would be a BMW dealer - so my wallet is safe - but the thought of anyone getting out of an X6 and onto a bike is too much to contemplate - remember the C1?

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arrieredupeleton [576 posts] 4 years ago
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The chance of anyone getting out an X6 in public is itself a remote one. Imagine the shame of being associated with the ugliest car of all time? The equivalent of a flat barred track bike with knobbly tyres.

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leonrushworth [16 posts] 4 years ago
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After watching Silly Cyclists Volumes 1- 34 I am not suprised by the anti cycling brigade. I was shocked by the poor cycling habits and to be honest as a cyclist and car driver , that would rile me to be angry. If a cyclist road at me over a zebra crossing I would push him off ..dangerous and reckless. I know the cycle is only powered by the human body but the highway code should always be followed.

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don_don [149 posts] 4 years ago
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I think we should congratulate and support this forward-thinking car dealer. Now all we need is for a bike outlet in every car-dealership in the country. One day soon, Top Gear will be reviewing bicycles every episode, mark my words  3

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DaveP [412 posts] 4 years ago
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Leon,

Those videos are fantastic in a "car-crash-tv" kind of way

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