Former Head of Motorcycles at Honda UK Joins Bonhams

Bonhams Motorcycle News

The former Head of Motorcycles at Honda UK has joined the Bohams Motorcycle department as a consultant, specializing in Japanese and modern machines.

The Bonhams Motorcycle department is pleased to announce the appointment of Roger Etcell, who joined the team as a consultant in January.

Roger, 59, brings with him experience gained from a life spent surrounded by two and four-wheeled machines.

Having had an interest in motorcycling from a young age, Roger began his career with an East London motorcycle dealer before joining Honda UK, where he spent 10 years – first in customer service, then in marketing and commercial operations, and latterly as Head of the Motorcycle Division.

After leaving Honda he went on to found his own retail motorcycle business in north London holding franchises for Honda, Ducati and Triumph, before moving into communications, marketing and event management within the motoring and motorsport industries. He worked as a director at Silverstone race circuit before setting up his own consultancy, whose clients have included the Royal Automobile Club, the British Racing Drivers’ Club, Bahrain International Circuit, the Ford Motor Company, and the Institution of Mechanical Engineers.

From 2004 to 2011 Roger’s company managed the annual London to Brighton Veteran Car Run, and in 2010 he created and organised the inaugural Brighton to London Future Car Challenge and Regent Street Motor Show.

Roger’s hobbies include motorcycle restoration, skiing and fishing.

Ben Walker (Director of the Bonhams Motorcycle Department) says: “We are delighted to welcome Roger to the team. His enthusiasm together with his expert knowledge and wealth of experience within the industry are sure to make him a real asset for the department going forward.”
Roger Etcell says: “I am thrilled and honoured to be representing Bonhams and its motoring department. Having started motorcycling in the late 1960s I quickly became accustomed to the established British bike models of the ‘50s, ‘60s and ‘70s and have fond memories of many days and late evenings spent fettling my latest acquisition for local bike runs and to Southend or Brands Hatch on most Sundays.

“I was working in the industry at the birth of the Japanese superbikes and during the boom of the 1970s and 1980s, when multi-cylinder models gave many of us much enjoyment at home and biking overseas.

“I hope I can bring some of this knowledge and experience to the great team at Bonhams, and help to further enhance its impressive and expanding motorcycle department.”

Submitted by Bonhams


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