WITHAM GROUP NEWS

Trust, integrity and reliability: Why Honda UK & Motul joined forces

Two of the biggest names in motorcycling, Honda UK and Motul, have entered into an exclusive partnership. The deal means Motul will supply lubricants to Honda UK race teams in BSB and road racing as well as dealerships throughout the United Kingdom. To tell us more about what this monumental partnership means for both brands and their customers, we caught up with Neil Fletcher, head of motorcycles, at Honda UK.

Why did Honda UK choose Motul products for its UK dealerships and race team?

We genuinely want this to be something that really benefits Motul. I’m really impressed with the enthusiasm and the professionalism of Motul that I’ve seen so far. It’s really impressive. And it’s just the kind of partnership we want. We have got, and have had previously, relationships with Motul. Motul has worked with us before on the Isle of Man TT, for instance. But why this time? I have seen what Motul has done with Dakar and World Super Bike and I was impressed. I thought the branding was really good and there were some really subtle things they did with coverage and other branding elements. But I’m also impressed with the passion behind what they do in motorsport. The Fireblade we race uses Motul oil, so it felt like an obvious next step to consolidate what we do together and work on BSB and road racing. I’m really excited about it.

What is the benefit to your customers of Motul products?

I think the word I would probably use is trust. Our customers trust Honda to work with great people and great products. I have met some of the engineers at Motul and there’s always integrity behind what Motul has done, long before the customer experiences it. They will also benefit from Motul’s enthusiasm
and brand association. Motul is clearly very motivated to be involved in all sorts of motorsport.

How important is the Motul relationship to Honda UK? 

It’s really important. We have some great history and heritage already, and that means a lot to us. We’re a business that has built long-term relationships with our suppliers and partners. The beauty of the relationship is also the timing, as we welcome the TT and NW200 back and celebrate the 30th anniversary of the Fireblade.

Do you see any similarities in the brand values of Honda UK and Motul?

I do, actually. One thing that might sound a little bit unusual is I see two brands that are traceable back to a family. The origins are clear and still very much lived and breathed. If you look at the way the two brands operate, there’s a lot of shared value. From the engineering side, there’s real integrity there. I think both brands are very well known for reliability and high-tech performance orientated products. There’s a lot of parallels there. I think we’re also relatively subtle brands. We’re brands that like to prove our work rather than shout about it.

Motul’s products are developed on the track. Is this important for your customers and why? And how does this fit with your shared Race to Road philosophy?

There’s a famous quote from Mr Honda (that I’ll probably get wrong [laughs]) that says: “without racing there’s no Honda”. That shows you how important racing is. We’ve raced everything on two wheels, four wheels, marine, even lawnmowers. So the racing heritage and racing future and how it translates to products a customer can buy and use themselves is really important. Knowing that philosophy is shared, and the engineering integrity is there, fits really well.

Motul is also the official partner of Honda UK in BSB and road racing. What impact will Motul’s lubricants have in your motorsport activities? And what has been the outcome of the Motul/HRC Race Kit oil for the Fireblade?

Obviously, I hope they’re going to make us win [laughs]. That is the desired outcome. But on a serious note, the CBR1000RR-R Fireblade has been designed with Motul engine oil for the racegoing version. In that respect, it’s a collaborative partnership and we expect that Motul will help us be very reliable in a race
situation. If you don’t finish a race, you’re never going to win it. And if you can’t practice in all weathers, you’ll never be ready for the grid. We’re also using a lot of the Motul Care products because we want to look good on the grid as well. Speaking as a non-engineer, from the integrity of the engineering to making
the bike look mint when it’s lining up against our competitors is what we’re hoping will be the effect.

For Honda UK, 2022 is a momentous year in motorsport, with several milestones. What does it feel like to get back to racing properly again this year with events like IOMTT and NW200 going ahead?

We’re so excited. It’s been a very difficult environment for racing during Covid. I think the race organisers have been through a very difficult period, too. It’s really important that we get back to proper racing with spectators, because the customers are desperate for it. We’re running four super bikes in the BSB this
year for the first time ever. Partly to develop young riders for the future, but also to hone the existing talents and help develop the Fireblades for other series as well

With John McGuiness being a shared ambassador of both Honda and Motul, how can this globally renowned icon help promote the joint collaboration in the Honda dealer network and buying public?

When John talks about motorcycles and racing, people listen. His record is incredible and speaks for itself. His association with Honda and Motul is something people are really interested in, and it’s a story that is evolving. John is also a very approachable person and very easy to talk to and keen to get out there and talk to the fans. Words are one thing, but John also demonstrates it through his action on the track.

To read more about Motul’s products, visit motul.com/gb/en

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