April 19 2004. First Response Finance, well known for financing sub-prime candidates in the car finance sector, are set to launch a unique new motorcycle product claiming to deliver significant, tangible benefits to the motorcycle dealer from day one.

Tailored to meet those individuals who, for varying reasons, may fail normal credit criteria, "Brake Free" will pick up where most finance packages end, giving the dealer the opportunity to close a sale that would otherwise have been lost.

"Our 'Brake Free' product is targeted at the Motorbike Dealer's primary finance provider turndowns and will improve dealer's profit and of course increase their overall sales volume," quotes Steve Palmer, Central Operations Manager "It's also envisaged that we will raise awareness in the non-prime consumer who aspires to owning a motorbike, but has suppressed their desire due to lines of credit previously not being available to them. We aim to reach these customers through an innovative direct mail campaign, placing these customer's with our approved dealer network".

The first three months of 2004 have been spent putting into place the people required to deliver this fantastic new product to the dealers, along with developing a strategic partnership with leading British Superbike team Hawk Kawasaki. Recognising the benefits and synergies between the team and the company has delivered First Response with a strong marketing tool for their new brand in an intensely passionate arena. With the initial stages nearing completion and new staff on-board Palmer is raring to go;

"We have spent the first quarter of this year interviewing prospective Dealer Sales Managers who will be responsible for managing the Dealer network relationships. The key criteria for employment was not finance experience but, like our customers and dealers, individuals that have a passion for motorbikes. Having fine tuned our marketing initiatives and secured our initial 3 Dealer Sales Managers, we are ready to hit the streets. I feel that this is going to be a good year for the "Brake Free" product in its marriage to the motorbike fraternity, along with our British Superbike Racing Team partner 'Hawk Racing', who we are confident will equally achieve great success this year".

If you would like further information or to make an appointment to see one of the comnpany's Dealer Sales Managers, then call either Steve Palmer or Tina Dodsley on 0115 943 9894