BMW Motorrad adds to UK network with new dealerships in Stevenage and Reading

BMW Motorrad has expanded its UK dealer network with the addition of two more dealerships in England.

20 Apr 2026

BMW Motorcycles inside the new Reading showroom.

BMW Motorrad UK has confirmed two new dealerships in Stevenage and Reading, both of which will offer new and used motorcycles.

The new Stevenage-based dealership becomes the fourth different Sytner BMW Motorrad location alongside Cardiff, Warwick and Wolverhampton.

It will be located alongside Sytner’s BMW and MINI facility, where it will also showcase rider equipment and accessories. Additionally, BMW says the new location includes a newly built four-bay workshop for servicing.

A fleet of motorcycles have already been made available for test rides, too, allowing customers the chance to try out the brand’s latest model range.

The new dealership in Reading becomes Group 1’s third BMW Motorrad location, alongside Brighton and the recently opened Norwich site. Group 1 Reading is located within the company’s MINI building, and is already open for sales.

The new BMW Motorrad Stevenage location.

Servicing and maintenance will take place in a newly built BMW Motorrad workshop featuring three bays, as well as an MOT bay.

BMW says the workshop will become fully operational from 20 April, while the ongoing BMW Motorrad Demo Tour will visit the new Reading location on 9 May 2026. BMW’s 2026 Demo Tour is the company’s “most comprehensive” to date, with 37 locations initially included before Reading was added to the fold. It began in Wolverhampton on 21 March.

Paulo Alves, Head of BMW Motorrad UK, said this about the opening of new locations in Stevenage and Reading:

“It’s fantastic to welcome two new retailers to the BMW Motorrad family, continuing our retail expansion as both Sytner and Group 1 introduce the BMW Motorrad brand to two new sites and expand our footprint across the UK. The Stevenage and Reading teams bring strong product knowledge and clear passion for the brand, and I’m confident they will serve current and future BMW Motorrad customers in their respective areas extremely well.”