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Dixon extends 'real price list' to motorcycles

Dixon Motor's motorcycle subsidiary Carnell/Motorcycle City, claims it has become the first retailer to break away from manufacturers' RRPs to offer a 'real' price list.

The Carnell/Motorcycle City Real Price List “ignores” the recommended prices set by the manufacturers for new bikes which have previously been the only price to be advertised by retailers. Carnell/Motorcycle City will quote transaction prices.

The move follows the launch of the Dixon Real Price List for cars in June 2000.

Initially the list will include more than 250 of the most popular new motorcycles and scooters, clothing, tyres and eventually servicing options and used bikes, reflecting the latest savings the company can offer since the acquisition of Motorcycle City in November 2000.

The Carnell/Motorcycle City Real Price List will be regularly updated electronically. Customers can access the list via the website,

Carnell/Motorcycle City, says that like all other retailers, it has been prevented from promoting such offers through restrictive advertising conditions imposed by manufacturers.

Carnell/Motorcycle City's managing director, David Morrow said: “At the time of the acquisition in November, we promised customers that the enlarged company would bring great benefits for the consumer and the Carnell/Motorcycle City Real Price List is just the first step we will be taking to make bike buying more enjoyable and affordable. We firmly believe this move will provide a welcome lift for customers, who have been confused by the difference in prices found in press ads and in store, and a much welcome kickstart for the market.”

He added: “Our intention is not to quash the smaller independents, there is plenty of room in the market for us all and indeed for many, a requirement for such dealers. We merely believe that from talking to the customer, that price is critical and in stripping out any confusion, we will increase their confidence in our store's offer.”

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