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Roger Etcell Joins Bonhams Motorcycle Department

Etcell began his career with an East London motorcycle dealer before joining Honda UK, where he spent 10 years with the company. 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 most recently served as founder of his own consultancy.

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Bonhams’ motorcycle department has announced the appointment of Roger Etcell, who joined the team as a consultant in January.
 
Etcell, 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, Etcell 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 ultimately 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, Etcell’s company managed the annual London to Brighton Veteran Car Run, and in 2010 he created and organized the inaugural Brighton to London Future Car Challenge and Regent Street Motor Show.
 
His hobbies include motorcycle restoration, skiing and fishing.
 
“We are delighted to welcome Roger to the team," said Ben Walker, director of Bonhams’ motorcycle department. "His enthusiasm, along with his expert knowledge and wealth of experience within the industry, are sure to make him a real asset for the department going forward.”
 
“I am thrilled and honored to be representing Bonhams and its motoring department," said Etcell. "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,” he concluded.

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