WELCOME TO
HATFIELDS OF CROWTHORNE

ABOUT US.

We are a family business that has been trading for over 100 years. The directors both work in the shop and are customer facing. We have a wealth of knowledge and unrivalled experience with motorcycles. We have a low rate of staff turnover, ensuring that we have superb knowledge of the product and procedures and a great rapport with our customers.

Established in 1919.

In November 1919, Hatfields of Crowthorne officially opened. The founder of the company, H G Davis, who was the current owners great grandfather, actually began trading as a motor engineer in 1900.

However, it was another 19 years before he relocated to the current premises in Crowthorne High Street. Initially the main trade of the business was in car, motorcycle and cycle repairs, along with a car rental service and a petrol pump. In the years following World War 1, the business owner diversified into selling fishing tackle and field sports accessories.

Mr Davis was a keen cyclist so it wasn’t long before a range of bicycles were available to the people of Crowthorne. Tom Hatfield joined his father-in-law’s business in the 1930’s and as he and his wife Phylis were keen motorcyclists, more emphasis was placed on the sale of these. Tom’s son, Keith Hatfield, joined the family business in the early 1960’s and it was at this time that the first Honda motorcycles were sold - before Honda UK even existed!

Over the next 20 years, other brands sold at Hatfields included Yamaha, Lambretta, Mobylette, CZ, and NVT. In the 1980’s, a decision was made to concentrate on the Honda brand and Hatfields become a dedicated solus dealer. Keith was keen that the fourth generation should be given the opportunity to pursue pathways outside of the family business, so Martin (one of the current owners) was encouraged to study for a university degree and travel the world. Eventually, circumstances dictated a return for Martin to Hatfields, “just to help out” and thirty years later he’s still there. A few years later he was joined by his sister Fiona, and the pair now work together looking after the day to day running of the business.

HATFIELDS AND HONDA 1960 - 2021

We had an enjoyable and successful relationship with Honda over the sixty plus years we represented the brand. We had a great relationship with both the team at Honda UK and the dealer network. During this period Honda kindly rewarded us for our efforts with many overseas trips and social events, and for this we are most grateful. However all good things come to an end and in 2021 we parted company with Honda and regained our independence. We began new relationships with a selection of more niche brands and rekindled our enthusiasm for all things two wheeled in a less corporate environment.

A New Dawn.

Leaving Honda was a difficult decision that was made easy for us and on reflection was long overdue.

2022 and beyond will deliver exciting times for Hatfields. We have some great new brands and more importantly we feel we have managed to regain our autonomy.