Crescent Motorcycles celebrate 55 years with Suzuki

Multi-franchise motorcycle dealer group Crescent Motorcycles are celebrating 55 years in partnership with Suzuki. 

Crescent took delivery of their first machines in the 1960s, when the business changed from ‘EC Denning Cycles’ to an official Suzuki dealership and have since gone on to forge a successful sales and racing partnership with the Japanese manufacturer.

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The early ‘EC Denning’ name stems from founder, Edward Denning, who ran the business until passing it on to John Denning. This role was then bestowed upon his son Paul Denning, who was one of the original 1996 British Superbike riders for the team. Paul then moved into a managerial role within the racing sphere.

Last week, John Denning and his wife Angela attended the manufacturer’s annual dealer conference, alongside Crescent Suzuki Bournemouth General Manager, Frank Hayden, who has been with the company for almost 40 years. John was surprised with a presentation of the firm’s history and given an award for 55 years of partnership with them.

Although currently operating the Pata Yamaha World Superbike team, motorcycle racing fans will remember Crescent Suzuki machines competing in the likes of British Supersport, British and World Superbikes and even MotoGP, with a string of top-level riders. 

The 55-year anniversary coincides with the Suzuki dealership moving back to its original Bournemouth home, leaving their Verwood site as a dedicated Yamaha store. This will be marked by a special launch event to be announced in the coming months.

MCN spoke with Hayden this afternoon about the move, who said: “This dealership started in 1950 and then moved to Suzuki in 1963 and we are all happy to be working with such a prestigious manufacturer like Suzuki again, that we’ve grown up with, man and boy.

“The differences in the industry since when I started at 17 as an apprentice in the workshop can’t be measured. The change has been incredible.”

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A Suzuki racing heritage

Alongside running a successful Suzuki franchise, Crescent have enjoyed some amazing success in both domestic and world championship short circuit racing. Below is a timeline from 1996 to 2015, before the team switched to Yamaha in 2016.

1996:
British Superbikes, G-Shock Crescent Suzuki
Riders: Jim Moodie, Ian Cobby, Paul Denning, Andrew Stroud
Isle of Man TT 750cc Production TT, Team Suzuki
Riders: Ian Lougher

1997:
British Superbikes, Crescent Suzuki
Riders: Jim Moodie, Matt Llewellyn

1998:
British Superbikes, Sony Crescent Suzuki
Riders: James Haydon, Terry Rymer
British Supersport, Sony Crescent Suzuki
Riders: John Crawford

1999:
British Superbikes, Clarion Suzuki
Riders: James Haydon, Marty Craghill
British Supersport, Sony Crescent Suzuki
Riders: John Crawford

2000:
British Superbikes, National Tyres, Clarion Suzuki
Riders: Chris Walker, John Crawford

2001:
British Superbikes, Crescent Suzuki GSX-R Factory Squad
Riders: John Crawford, Niall Mackenzie
British Supersport, Crescent Suzuki GSX-R Factory Squad
Riders: Karl Harris
National Superstock, Crescent Suzuki GSX-R Factory Squad
Riders: John Crockford
Junior Superstock, Crescent Suzuki GSX-R Factory Squad
Riders: James Hutchins

2002:
British Superbikes, Rizla Suzuki
Riders: John Reynolds, Karl Harris, Giovanni Bussei, David Jeffries
Macau Grand Prix, Rizla Crescent Suzuki
Riders: Gus Scott
North West 200, Team Suzuki
Riders: Richard Britton

2003:
British Superbikes, Rizla Suzuki
Riders: John Reynolds, Yukio Kagayama, Niall Mackenzie

2004:
British Superbikes, Rizla Suzuki
Riders: John Reynolds, Yukio Kagayama, Gregorio Lavillia

2005:
British Superbikes, Rizla Suzuki
Riders: John Reynolds, Scott Smart, James Haydon, James Buckingham
MotoGP, Suzuki MotoGP
Riders: John Hopkins, Kenny Roberts Jnr

2006:
British Superbikes, Rizla Suzuki
Riders: James Haydon, Shane Byrne, Steve Plater, Jon Kirkham
MotoGP, Rizla Suzuki MotoGP
Riders: John Hopkins, Chris Vermeulen

2007:
British Superbikes, Rizla Suzuki
Riders: Chris Walker, Cal Crutchlow
MotoGP, Rizla Suzuki MotoGP
Riders: John Hopkins, Chris Vermeulen

2008:
British Superbikes, Rizla Suzuki
Riders: Tom Sykes, Atsushi Watanabe
MotoGP, Rizla Suzuki MotoGP
Riders: Loris Capirossi, Chris Vermeulen

2009:
British Superbikes, Worx Crescent Suzuki
Riders: Sylvain Guintoli, Tommy Hill, Michael Rutter
MotoGP, Rizla Suzuki MotoGP
Riders: Loris Capirossi, Chris Vermeulen

2010:
British Superbikes, Worx Crescent Suzuki
Riders: Tommy Hill, Yukio Kagayama
MotoGP, Rizla Suzuki MotoGP
Riders: Loris Capirossi, Alvaro Bautista

2011:
British Superbikes, Samsung Crescent Suzuki
Riders: John Hopkins, Jon Kirkham
MotoGP, Rizla Suzuki MotoGP
Riders: Alvaro Bautista

2012:
World Superbikes, Fixi Crescent Suzuki
Riders: Leon Camier, John Hopkins, Josh Brookes, Peter Hickman 

2013:
World Superbikes, Fixi Crescent Suzuki
Riders: Jules Cluzel, Leon Camier, Blake Young, Vincent Philippe 

2014:
World Superbikes, Voltcom Crescent Suzuki
Riders: Eugene Laverty, Alex Lowes

2015:
World Superbikes, Voltcom Crescent Suzuki
Riders: Alex Lowes, Randy de Puniet

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