107 Brimbal Ave., Beverly, MA
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Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
General Manager: 
John Rice
Years in Business: 
Gear, Apparel and Helmets: 
Arai, Shoei, HJC, Fox, Thor, Oakley, Speed & Strength, Firstgear, Tourmaster, Klim, Joe Rocket, Alpinestars, Spidi, SIDI, Ogio, Bobster, Asterisk, Leatt, Olympia, River Road, Fly
Onguard, River Road, Cobra, Cortech, Joe Rocket, Kuryakyn, MSR
Parts and Tools: 
Renthal, ProTaper, Cycra, Scott, Spectro, Motorex, Yamalube, Pivot Works, MSR, BikeMaster, Motion Pro, Michelin, Shinko, Dunlop, Pirelli
Helmet House
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Western Power Sports (WPS)
Average Age: 
Total Facility: 
133,553 sq. ft.
Showroom 1: 2,640 sq. ft.; Showroom 2: 3,250 sq. ft.; Showroom 3: 2,400 sq. ft.
PG&A Departments: 
1,575 sq. ft.
Service Dept: 
6,260 sq. ft.
Total Acreage: 

Mission Statement

Being the premier motorsports dealership in the world by giving unparalleled customer service in every aspect of our business. Exceeding our customers' expectations at every opportunity, thereby providing an ownership experience that will encourage them to return willingly and to share their experiences with others. Promoting and facilitating a firm commitment to quality and continuous improvement for every department in the dealership. Creating a caring corporate culture by treating our customers, guests, and business associates as we ourselves want to be treated. Providing an environment for achieving personal excellence and growth for all who come in contact with our organization. Keeping you "completely satisfied" is our No. 1 goal.

Showroom Design and Layout

We stock over 2,500 new and pre-owned vehicles year round! We carry new motorcycles, ATVs, personal watercraft, snowmobiles and sport boats from Ducati, MV Augusta, Honda, Yamaha, Kymco, KTM and Suzuki. We also carry the complete line of Honda and Yamaha Power Equipment, tractors, lawnmowers, snow blowers, generators and pumps.


Come see our newly renovated clothing and accessory showroom. Our friendly, knowledgeable sales and service staff and our convenient location have helped us maintain a reputation as one of the area's premier powersports dealers. Our extensive selection of clothing and accessories from top-quality manufacturers ensures that you'll look as good as you feel when you ride.

Service Department

At CYCLES/DUCATI! 128, We are two service departments in one! Our state-of-the-art service department is staffed by the most highly trained technicians in the industry. Our policy is to treat every motorcycle, ATV, PWC, sportboat, or snowmobile that comes into our shop as if we owned it ourselves.

Training and Employee Motivation Practices

Staff members at Cycles! 128 are part of a family. This is work they enjoy and are interested in. Faculty enjoys coming together for excursions and work-related activities like the races held at our base, Ducati pool parties, various sponsored events in Boston, etc.

Members strive for perfection to earn employee of the month awards, discounts on apparel and bonuses for exemplary performance. The staff responds well to these incentives and remain enthusiastic and loyal to Cycles! 128.

Commitment to Customer Service


We know that you can buy a bike anywhere. That's why we want to earn your business by showing you that we care about your business more than any other shop in the country. We're committed to making sure you're completely satisfied, and unlike most shops, we care just as much after the sale as we do before. Our salesmen build such strong relationships with their customers that many have even been known to go riding with them just to make sure they're truly happy with their purchase. How many shops have you heard of doing that?

Involvement in the Community

At Cycles! 128, community involvement is key to our agency's happiness. We are eager to reach out to those in need and come together in the spirit of cameraderie and family. Cycles! 128 sponsors and hosts a number of great community events. A great example is Nelson's Ride, which is an annual charity ride sponsored by The Massachusetts Motorcyclists Survivor’s Fund (MMSF), a 501c3 nonprofit organization of all volunteers. They raise funds to help local families of riders killed or seriously injured in accidents, and promote motorcycle safety and awareness to help reduce accidents, injuries and fatalities. Our general manger John Rice has been named for his support in this cause. At our most recent 2012 annual Nelson's Ride, we proudly had more than 7,000 registered motorcycles. Our community gathered for a scenic ride around the area. We then returned to enjoy barbecued food, live music, and great company.

Our community events are frequent and full of fun! We just recently held our Annual Fall Bash for the Gold Wing Riders Association, it was a beautiful day and a great way to bring riders together.

Our community events can also be very exciting, involving people of all ages. Since 2008, Cycles! has hosted what it calls the Master of Minis. On a crisp New England day in November, friends and family gather to cheer on riders from all over the New England area, and even some of our own employees. Riders gear up on their dirtbikes to hit the home-built asphalt track staged in our motorcycle riding range and even throughout the building. It is a truly exciting event and we always have a great turnout.

This year we are a proud sponsor of the inaugural BE A HERO BASH, to benefit Hero ranching and the Challenged Athletes Foundation.

Our philosophy is to go above and beyond. We are more than just a dealership; we strive to send that message to our patrons.