Carnell/Motorcycle City becomes Riossi

Britain’s biggest chain of bike dealers has changed its name. All 26 Carnell and Motorcycle City stores in the UK will from now on operate under the Riossi brand.

Re-badging and restructuring of the stores has already begun, but bosses claim he changes will be much more than skin deep.

Managing Director Mark Smithson told MCN: ” This change is much more than just a name or logo change – it’s a culture change.

” The small family-run dealer is always heralded as offering the ultimate in customer service, but I don’t see why we can’t offer that.

” A lot of work has been put in behind the scenes to improve training of front and back of store teams. This has reduced the number of complaints by 85% and, while we’d like to have no complaints at all, this means that any problems that do occur can be quickly resolved.

” We have a new structure, new training programmes and a great team belief that will help deliver our new offer. There is a lot to do and it won’t happen overnight but I’m confident that Riossi will be just what our customers are waiting for. ”

The Riossi name isn’t an all-new one. It’s the firm’s own clothing brand and Smithson is exploring a major UK race sponsorship deal in his campaign to elevate it to household status.

What do you think of this news? Will this re-branding work? What do you think of Carnell/Motorcycle City? If you’ve stopped shopping there – what would it take to get you back through its doors?