Peter Stevens Motorcycles Collapses After 55 Years, Putting 400 Jobs at Risk
I can’t believe I’m saying this, but Peter Stevens Motorcycles — a true icon in the Australian motorbike scene — has officially gone under. After more than five decades of roaring engines, passionate riders, and showrooms filled with some of the world’s most loved motorcycle brands, the company has gone into administration. This isn’t just the loss of a retailer; it’s the end of an era.
Founded 55 years ago, Peter Stevens wasn’t just another dealership. It was a cornerstone of the Australian motorcycling community. They weren’t small players either — we’re talking about a retail powerhouse that represented eight of the top 12 motorcycle brands in the country. Harley-Davidson, Yamaha, Ducati, Triumph — if you named it, chances are Peter Stevens had it on the floor. Their reach extended across 15 dealerships spread over Victoria, New South Wales, South Australia, and Western Australia. With an annual turnover of around $250 million and a workforce of 400 people, this was a significant operation.
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But like many other retailers in today’s tough economic climate, even a giant like this couldn’t escape the pressure. Weak consumer demand has taken its toll. People are tightening their wallets, and big-ticket leisure items like motorcycles have slid down the priority list. Now, with administrators stepping in, the future of those 400 employees — not to mention the countless customers and suppliers who relied on the company — hangs in uncertainty.
It’s sobering. The motorbike industry is about passion. Whether you're a weekend cruiser or a track-day junkie, retailers like Peter Stevens played a role in your journey. It’s not just the sale of a bike — it’s the gear, the service, the culture, the community. That whole ecosystem takes a hit when a name like this goes down.
This isn’t just a business story. It’s personal for a lot of people. For the staff who’ve dedicated their careers here. For the families that relied on the income. For the communities where these dealerships have been local landmarks for years. And for motorcycle lovers across Australia who grew up walking through those showrooms dreaming of their first ride.
Now, all we can do is hope for some kind of lifeline — maybe a buyer, maybe a restructure. But the writing on the wall is clear: retail is brutal right now, and even the biggest names are vulnerable.
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