While every racer will agree with the statement it applies to business. In the small but highly competitive motorcycle industry, all fighting over the same stock and customers the race has never been tighter.
Since starting out in 2005, Craig Langton has always tried to find a way to be innovative or add value to the purchasing experience. In 2005 it was free Nerf Bars, Shock Covers, Trailers, Exhausts and in 2010 it was parallel importing (also known as grey imports) making motorcycling more affordable and more access to immaculate motorcycles at great pricing. In 2016 he launched free warranties and other value-adds in an effort to stay ahead of the competition.
As the industry becomes more competitive and old strategies are replicated Craig has had to become more innovative in order to stay ahead. Sticking to his core values of Trust and Commitment, the whole team at Fire It Up! share the same outlook and work towards the same goals. With the launch of their new store in Cape Town, Fire It Up! will launch an all-new strategy and a new look, which Craig is excited to share with his customers.
“I know that our new strategy is unmatchable and a winner. When my sales team all agree that they would buy their bikes at Fire It Up!, I know we have nailed it. The new strategy focuses heavily on motorcycling being more affordable and our offering being made possible due to a restructure in our sales and finance departments.
“Working on as many brands as we do it has been the biggest challenge of my life to find the perfect workshop team led by someone who shares my commitment to customers. I am proud to announce that Johan Liebenberg (who is a very experienced workshop manager) has joined our team in Johannesburg and I am really enjoying working with him.
“Our new offering is ‘The Price You See is the Price You Pay’. This includes licence and registration, full-service plan, 2-year mechanical protection plan, finance rates; the list goes on.”
So, it’s out with the old and in with the new. You can expect great things from Fire It Up! as they move into the future.