CCM put Project X adventure bike on hold and cut staff - but insist their future remains bright

CCM have made a number of ‘strategic redundancies’ in light of challenging market conditions, while also confirming their Project X concept will not see production this year. 

The firm say the cuts, which have reduced the workforce to 12, will safeguard the brand’s future. The decision was made after a tough 2024, with output slashed to half what it was in previous years. 

Despite this, Managing Director Jason Broome says the company is in a healthy, debt-free position. 

“We’ve looked at this strategically and realised that we should scale things back a little bit. But our sales are reasonably healthy, considering it’s only March,” he told MCN. 

“We’re in the very positive position that we can adjust things quickly. We don’t have a big pipeline pumping out bikes to be forced into dealers. We’re demand and supply, rather than supply and then hope for demand. 

“We have no debt. We have no bank loans. No one’s coming to foreclose or put us into administration, so from that perspective, we’re in a healthy position.” 

Market troubles 

In October 2024, Completely Motorbikes, one of CCM’s major retail partners, closed their doors, leaving the Bolton marque with just eight distribution outlets UK-wide and forcing the low-volume firm to buy back unsold stock.  

CCM weren’t alone in facing tough conditions last year, with the industry as a whole feeling the weight of reduced demand, and seeing multiple long-established dealerships fall into liquidation. 

Unfortunately, there seems to be no obvious positive end in sight for showrooms and manufacturers alike, with the current new-bike sales slump showing no signs of abating, and with the impact of pre-registrations taking place last December, as non Euro5+ stock was pushed out to market. 

Already, as of February 2025, data from the Motorcycle Industry Association (MCIA) has revealed a 30% drop in registrations compared to the same period last year, with little indication of a market rebound on the horizon. 

“Last year wasn’t the best for dealers,” added Broome. “One of our major partners closed, which had quite a detrimental effect. 

“We don’t see this year as being a lot stronger than last year. Our average annual production has typically been around 300 bikes. We didn’t make anything like that in 2024, maybe 150.” 

Some roles, particularly admin ones, have been absorbed by CCM’s parent group, Pitalia Capital, leaving “everybody doing a little bit more than they did last month,” according to Broome. 

“We just weren’t efficient,” he added. “The people that were let go were surplus to requirements for the foreseeable future.” 

The changes, Broome suggests, are aimed at ensuring that CCM can remain sustainable in the long term. 

“What’s important is delivering the right bikes at the right price to customers and being around to tell the tale. If we have fewer people, fewer overheads, and lower costs, it makes the product cheaper.” 

Despite the reduced workforce, the brand maintain full operational capacity, with a production, sales, and marketing team. 

Adventure on hold 

Among the casualties of the firm’s cost-cutting is the Project X adventure bike concept – revealed at Motorcycle Live 2024, with deposits now being returned. 

Prospective pricing was never confirmed, but with CCM’s current cheapest bike coming in at a smidge under £10,000, customers wanting a Project X would’ve likely been facing a final price in the £13k-£15k ballpark – that’s a lot of cash when a 2024 KTM 790 Adventure can be nabbed for just £8699. 

Although not scrapped, the bike won’t be available for the summer as initially hoped. “Most of the development is done,” Broome confirmed, “but when you’re looking to bring a new product into the market where other manufacturers are discounting, it’s probably not the right strategy.” 

More bikes, quicker delivery 

Challenges aside, CCM are positive about the future. “We’ve got nothing to hide. The wolf’s not at the door, and we won’t be closing anytime soon,” says boss Jason Broome. “We’re actually planning on doing a little more this year. We might be sitting on 30 or 40 unsold bikes, but that isn’t going to kill anybody, and at the rate we’re selling those, we’re pretty good overall.” 

The Bolton-based marque have also cut lead times on new machines dramatically, moving away from their traditional made-to-order approach that previously left customers facing wait times approaching two years. 

“We’re now in a position where we can offer bikes with a much quicker turnaround,” said Broome.  

“If a customer walks into one of our showrooms and wants a Maverick, but prefers it in a different colour, we can have it ready in about six weeks.” 

The brand are also seeing positive interest in their 55bhp Street Moto duo, which they revealed in September 2024 – particularly for the base model, which is their first sub-£10k offering in several years. 

“It opens up a new segment. With the finance packages, it’s £85 a month [on PCP]. That’s opened a realm of potential new customers for us,” Broome added. 

In a bid to stimulate demand, CCM launched their first-ever 0% finance offer earlier this year, giving customers the pick of the Bolton brand’s line-up with no interest to pay over a 25-month term. 

Broome admitted that while the scheme has not led to surging sales, it has helped tap into a new customer base and offer more flexible purchasing options. 

“Has 0% finance attracted more business? Yes, I can say it’s been successful. Has it sold more motorcycles than we sell by direct purchase? No, it hasn’t. 

“We’re still selling more bikes directly to customers, but finance deals will bring in those that can’t buy in cash or don’t have a suitable trade-in. What it’s done is add another element we hadn’t looked at previously.”