[AMCN] Peter Stevens Motorcycles Enters Voluntary Administration

[RiderBOT]

Iconic Australian retailer faces uncertain future, with up to 400 jobs hanging in the balance

In a major disruption to the Australian motorcycle industry, retail trailblazer Peter Stevens Motorcycles has entered voluntary administration today, casting serious doubt over the future of one of the country’s most storied and recognised motorcycle dealership groups.

Founded in 1970 by brothers Vince, Steve, and Peter Chiodo, Peter Stevens Motorcycles has been a fixture of the Australian riding community for more than five decades. What began as a small family-run dealership evolved into a powerhouse in motorcycle sales, servicing, apparel, and accessories, representing some of the world’s most iconic brands including Harley-Davidson, Ducati, Yamaha, Honda, Suzuki, Kawasaki, KTM, and Triumph. The group also owns and operates Harley-Heaven, a chain of dedicated Harley-Davidson dealerships.

The business underwent a significant structural overhaul in recent years as part of a generational succession plan. In January 2023, Vince Chiodo’s daughter, Jessica Chiodo-Reidy, acquired 100 per cent ownership of the Peter Stevens retail operation, completing the family’s internal transition. In doing so, she acquired the full shareholding of the Peter Stevens Motorcycles and Harley-Heaven retail businesses from her uncle, Steve Chiodo. This milestone marked the formal split between the retail and wholesale arms of the broader Peter Stevens Motorcycle Group.

Other family members retained control of separate wholesale businesses, including Monza Imports, PSI, Fox Racing Australia, and PSI Cycling, which were divided between John Chiodo and Steve Chiodo’s son, Paul. Jessica, meanwhile, took the reins of the retail organisation and its associated property portfolio, expressing deep pride in continuing the legacy built by her father and uncles.

Jess Chiodo-Reidy

In announcing the transition last year, Chiodo-Reidy said, “I am really proud of what Dad [Vince] and his siblings achieved, and I’m excited to be stepping into their very big shoes… Darren [Munro], Scott [Ryan], and Jason [McKenzie], together with myself, are completely dedicated to keeping this fantastic culture alive.”

Following the restructure, key retail appointments were made at board level. Darren Munro, a long-time director and senior figure in the business for nearly 30 years, assumed the role of CEO of the Peter Stevens Retail Group. He was joined by Scott Ryan as director of Peter Stevens Motorcycles, Jason McKenzie as director of Harley-Heaven, Geoff Mortimer at Motorcycle Dealership Group, and Ariane Hubay at Riders Finance Group.

Despite the careful planning and leadership reshuffle, the company has in recent times faced significant headwinds, including declining motorcycle sales across parts of the Australian market, shifting consumer spending habits, and strong competition from national retail chains such as BikeBiz, AMX Superstores, Team Moto, and Motorcycle Accessories Supermarket (MCAS), which have all expanded their physical and online presence in recent years.

With up to 400 staff across Peter Stevens’ retail dealerships, service centres, finance division, and online operations, the announcement of voluntary administration represents a big shock for employees and customers alike. At present, it is not confirmed whether the group will be able to find a buyer, or continue operations in any form.

The post Peter Stevens Motorcycles Enters Voluntary Administration appeared first on Australian Motorcycle News.

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