Keith Mason 1955-2023

Leading industry figure Keith Mason who, with his son Lee, built up the UK’s largest independent motorcycle business, has died aged 67.

His and Lee’s dual empire comprises MotoGB, importer and distributor of ten marques, through a network of more than 200 dealers, plus a network of 13 retail outlets in Lancashire and Yorkshire anchored by KJM Superbikes of Wrightington, near Wigan, Lancashire.

MotoGB’s import portfolio sold more than 12,500 new bikes in 2022, taking an 11.9% share of the UK new bike market, second only to Honda.

A major achievement by Keith Mason and staff, whom he referred to as his ‘work family’, was building up the Royal Enfield network, often outselling major brands, including Suzuki and Kawasaki. Last year, Royal Enfield was the sixth best-selling marque in the UK, selling 4871 new bikes, beaten only by big guns Honda, Yamaha, Triumph, BMW and Lexmoto.

Leaving secondary school in Orrell, Lancashire, aged 15, Keith joined Millers Motorcycles of Chorley, Lancashire, as an apprentice mechanic, later becoming the manager. He had a passion for motorcycles and took up trials riding. His next move was joining T&D Motorcycles of Leyland and Preston, Lancashire, as a director. He was instrumental in acquiring a third premises in Chorley.

Married to Eileen in 1973, they decided to set up their own business at Keith’s childhood home in Wrightington, finding premises just down the road.

Keith Mason’s next step was buying Dave Smith Motorcycles in Wrightington and constructing a purpose-built showroom. This was the start of KJM Superbikes. Lee joined aged 15, and the busines s became a destination dealer with a reputation for meticulous attention to detail.

They specialised in new and used bikes sourced from the UK, America and the continent. A key move was importing Honda Gold Wings from various countries, including America and Australia, reputedly outselling Honda UK. This led to Honda in 2005 attempting to restrict imports of Hondas from Australia by KJM Superbikes. Mason took to the courts to defend his rights and won.

To facilitate grey and parallel imports,

Mason, a qualified MOT inspector, set up what is believed to be the first independent SVA (Single Vehicle Approval) testing bay in the UK. DVLA inspectors took an interest in this new development and worked with Keith on creating test equipment for individually imported motorcycles.

KJM Superbikes then embarked on a major expansion programme taking over Motorcycle Centre Orrell, Chorley Yamaha, Wigan Yamaha, Millennium St Helens, Bolton Motorcycles, Preston Superbikes, Robinsons Rochdale, In2Moto Warrington, Wigan Motorcycles, KDs Accrington, The Potteries Stoke, and most recently Appleyard’s Keighley. These outlets retail all major brands in the UK market.

In 2000 Keith’s son Lee set up an independent company Jordon Motors Ltd. The following year this became MotoGB which father and son used to great effect by starting authorised importership, taking on Benelli in 2005.

The Mason family’s work ethic, experience and growing retail network had established a firm springboard for this new venture. Keeway import followed in 2008, then MV Agusta, and then Daelim and Cagiva in 2009.

MotoGB was on a roll. In 2011 SYM joined the import portfolio, followed by Mondial, Royal Alloy (2017), Royal Enfield, Lambretta, Italjet, and, briefly, Hyosung.

Until May this year, MotoGB was importing 11 marques, which dropped to the current ten following Royal Enfield’s decision to handle its UK distribution independently. Today’s Adlington, Lancashire, based import line-up comprises Benelli, Hanway, Italjet, Keeway, Lambretta, MGB, Mondial, Royal Alloy, SYM, and most recently, Voge.

“Keith Mason was a taskmaster,” says Steve Oliver, MotoGB general manager from 20082019, “but he always had a listening ear and was the first in the queue to help. Outside of work, he was very, very compassionate.

“In work, he was an outstanding mentor, and he was fearless. If there was conflict, he would think nothing of picking up the phone and dealing with it. He would face lions and tame them. He could talk to anybody, was very knowledgeable about motorcycles, and had his own collection. He would tackle anything and everything and was always striving to reinvent the wheel.”

Dealer development manager Brian Harris added: “He could be a stern disciplinarian who demanded the best out of those who worked for him. He guided, encouraged, enraged and exasperated in equal measures. But he was always the first to offer assistance. Even if you refused help, he would push on and do what he could. He had a big heart and loved his family very much. And he would fight anything he considered unjust.

“Though intensely private, he lived to work and packed so much into his 67 years. He gained his pilot’s licence in 1991 and flew his own helicopter. He liked fishing, boating, jet skiing, and touring on a Honda Gold Wing with Eileen as pillion. He loved football and was a fan of his local team, Wigan Athletic, and Manchester United.”

Tony Campbell, CEO at the MCIA, summed up the association’s feelings: “It was with deep regret we heard the sad news of Keith’s passing, he was without question one of the industry’s big characters here in the UK. Keith led an incredibly successful business that was driven to succeed and able to adapt to a rapidly changing marketplace. Keith was more than MotoGB, he was a keen supporter of the wider industry and, I know, a great boss and friend to the many who have worked with him over the years. This is a very sad time for his team, friends and family, and as such, we pass our sincerest condolences to all concerned.”

Keith Mason was diagnosed with cancer pre-covid. He leaves wife Eileen, son Lee, daughter-in-law Joanne, four grandchildren and two great-grandchildren.