Motorbike dealer group George White Superbikes, based in Manchester Road, Swindon has won a major accolade.

It was named Dealer of the Year at this month's Motor Cycle News Awards at the International Conference Centre in Birmingham.

The company, which recently celebrated 40 years in business, was told by the judges that it had proved it could offer great personal service in a modern retail environment and a great range of products.

Group general manager Chris Waldron said the award was recognised as the most significant of the year within the motorcycle industry.

"This is a real achievement for our staff and recognises all their hard work, without which we would not have won the award," he said.

"It is also thanks to our suppliers, whose strong support has helped us to develop the George White Dealer Group into the business it is today.

"We feel that selling the bike is just the beginning.

"In addition we have a responsibility to our customers to offer the best possible after-sales service, helping them get the most out of their motor cycles and their motor cycling."

George White Motors was set up in 1961 by former speedway star George White, and is still a privately-run business today.

Two years ago the company opened a further outlet in Swindon.

This was followed by another in Oxford, and earlier this year the company opened its most recent retail outlet in Bristol.

"Having won this award, however, doesn't mean that George White's is now resting on its laurels," said Chris Waldron.

"It's fantastic to have won once. But it would be even better to win it for a second time.

"We don't intend to rest on past successes, and the work will go on to ensure further improvements in our customer service."