Dealer Profile: AF Rayspeed
When it comes to one scooter dealer in particular, they have done so much over time it's almost impossible to know where to start! Stu Owen gives it a go
When it comes to one scooter dealer in particular, they have done so much over time it's almost impossible to know where to start. Stu Owen gives it a go
Mention any scooter dealer and people will associate them with a certain style or brand they are connected with. It may be a famous custom scooter they have created or a type of cylinder kit they build their engines around. Mention AF Rayspeed though, and the list is not only endless, but also hugely varied. They have done so much within the trade over such a long period of time, it would be quite easy to devote a whole magazine to what they have actually achieved.
Where did it all start?
I don’t think anyone who owns a Lambretta or any other scooter for that matter hasn’t heard of Ray Kemp, the driving force behind AF Rayspeed. Even Ray had to start somewhere though, and he learned his trade as an apprentice at Arthur Francis Limited. Starting in 1968 and having a keen eye for Lambretta tuning and racing, Ray was ideally situated to learn from the master of his time. By the mid-1970s and the decline of the scooter industry, Arthur offered Ray the chance to take over the business, or what was left of it, for a small sum. Ray duly accepted the offer, but now faced a huge challenge to turn the business round. It was alright learning his trade when it came to the mechanical side, but what about the day-to-day running of a shop that had over the years lost many of its customers through no fault of its own?
Whether Arthur realised what vision Ray had when he took over no one knows. Perhaps even Ray himself wasn’t sure. What he had inherited was a brand that had been a leader in the past and one that he would use to its full potential in the future – the ‘S Type’. It wasn't long before the new generation ‘S Type’ appeared and it soon gained legendary status when the 250cc version appeared.
Though the scooter industry was in the doldrums, there weren't that many dealers left to give competition, not seriously anyway. Those that still rode scooters were young and far easier to influence. Ray understood this and the whole approach of the company was now focused around catering for them.
Moving forward
In the late 1970s Ray began to realise that the majority of his customers were based in the north of the country. With the current premises in a bad state of repair and only rented, the decision was made to move not only the business, but the whole of the family up to North Yorkshire. It was a big decision to make and being from down south, one that could easily backfire. The new location was on the A64 road to Scarborough in a place called East Heslerton, and it has been the home of AF Rayspeed ever since.
Ray’s decision in a way was a calculated gamble, but one that paid off. Whilst he now had a regular customer base on his doorstep, if he was to survive he would need to lure in business from around the country. Just exactly how he would do that was the next big challenge.
By the early 1980s and with the new scooter boom firmly underway, the business was in prime position to take advantage of it. A whole raft of tuning products was launched, primarily at making the Lambretta faster. Using the ‘S Type’ brand as the backdrop, it made it much easier for them to become established. With AF Rayspeed one of the leaders in the ever-growing Lambretta tuning market, it made sure of their survival. To continue to keep that pattern going alongside the continued growth of the business, this is where Ray took things to a whole new level.
Off the shelf
Up until the mid-1980s anyone wanting to tune a Lambretta had to do it by using an existing cast iron cylinder. Not only was it hard work and a slow process tuning them, but the revs required to get the power necessary had one major problem, seizure. Virtually every tuned Lambretta in the land had encountered the problem at one time or another. Ray's idea was simply to design a cylinder kit that was already tuned and ready to bolt on, at the same time, by taking the technology of the Japanese motorcycle manufacturers, incorporating the materials and designs they had developed so successfully. An idea such as that sounds good, but implementing it was a totally different thing altogether. Not only did it need designing around the problems of the aging old Lambretta engine casing, but also a manufacturer who could produce it. Determined to succeed, Ray found the right people in Terry Shepherd who designed it and Gilardoni who manufactured it. Within two years the idea had come to fruition and in 1987 the TS1
was launched. Made of aluminium and nikasil lined, it boasted read valve induction and even on the most poorly set up engine, it doubled the power of a standard 200cc Lambretta. Now having a product for the Lambretta that no other shop had it became an overnight success and paved the way for the company's continuation for the foreseeable future.
It was a clever business move, but rather than rest on his laurels, Ray wanted to take the idea further.
By the late 1980s Lambretta ownership had continued to grow, but it had almost been 20 years since production had stopped. It was okay developing a cylinder kit, but the rest of the Lambretta was outdated. Reliability was the main issue and none more so than the ignition system. Both starting and poor lights had been a problem for years. Though the odd development had been introduced over the years, no one had really tackled the problem seriously. Again, Ray took the approach of solving the issue and then making it available for the masses. With the introduction of an electronic ignition system that incorporated 12volt lighting, it solved both issues simultaneously.
Produced by Ducati, it was taken from an existing design, but made compatible for the Lambretta engine. Again, just like the TS1, it transformed a countless amount of Lambretta engines for thousands of owners. AF Rayspeed had now achieved the reputation as problem solvers with their products of how to keep a Lambretta on the road reliably.
Family affair
The business has over time seen staff come and go like any other, but has always had its mainstay of loyal employees. As time went by, Ray’s son Ben was introduced to the business and just like his father, has continued in helping develop new products for the Lambretta. In 2007 the successor to the TS1 was launched, called the RB. This was a new cylinder kit worked on by both Ray and Ben, and hence the name RB. With the kit producing amazing power, the intention was to take the normal Lambretta engine casing to its maximum potential, which is exactly what it did. The decision to create another kit wasn't one that was taken lightly, as any engineering product like this takes a serious investment. What both of them realised though, is that you can't stand still in business and to stay ahead of the competition you need to continually come up with something new.
Perhaps in a way, this problem was all
their own doing. With the success of the TS1 and electronic ignition, it proved that if you can mass market a product you can tie up the majority of trade. With the strong growth of Lambretta ownership since that time, other businesses have followed along the same lines and produced a whole host of mass manufactured parts for the Lambretta. I don’t think for one minute Ray ever wanted to control the Lambretta market, but at the same time didn't want to let what he had built just fade away. In a way, it’s like making a rod for your own back and AF Rayspeed is almost expected to come up with a solution to tackle the next problem when it comes to the Lambretta. The competition is far fiercer these days, so there seems little point in developing a product that several other companies are also trying to do. Even so, there are some ideas that all dealers are trying to work out, so Ray’s continued philosophy of solving them with new products continues, even if they are not unique any more.
Sharing the wealth
While AF Rayspeed has had many unique products, they have always been happy to share them around and allow other dealers to benefit. Though this means extra sales, there would be trade discount passed on. Dealers would not only make a share of profit from their products, but it would also allow them to keep their loyal customers, which was much better than losing them to AF Rayspeed, because the customer wanted an item only they manufactured. This has helped them gain respect and a reputation for fairness over the years. With more than 50 years of experience in the industry, Ray has seen the good and bad times. He knows how difficult it is to set up a business and keep it established. By allowing dealers access to the company’s products, in certain ways he is helping them along the path of becoming successful. No one is saying that other dealers and manufacturers don't do the same because they do, but at the time when he had exclusivity like the TS1, there was no question of him ever trying to monopolise or control the market.
That same type of service is also maintained with the customers off the street. When launching new products, at times there can be the odd teething problem here and there, as it is to be expected. If that has ever happened, then the first thing they do is sort the problem out as quickly as possible. If it transpires that the product needs revising, it is taken away from sale until a solution is found. It’s this kind of aftermarket service that has helped enhance the company’s reputation amongst scooter owners over the years, knowing they can shop there with confidence and peace of mind.
Contact
Like most businesses, there are two ways of making contact with AF Rayspeed, by phone or email. That, at times, can be frustrating as many people will tell you it's not easy to get an answer on the phone. I guess the main reason is everyone working there is busy sorting out orders or working on new ideas. The company website suggests making contact after 5pm if you want advice, so if you can't get an answer during the day, this is the best option. Every day is a busy one at AF Rayspeed, so sometimes a little patience is required.
There is plenty of free advice on the website and there is the option to email if necessary, although the volume of email traffic is high so there can be varied response times. All of their products are available to view on their website and each carries a general description. There are also guides in setting up the cylinder kits available. Perhaps sometimes it is best to read through these before ringing for advice.
The future
It’s impossible to say how long the scooter industry will continue to exist or what direction it will take in the future. With the threat of banning two-stroke vehicles in certain cities and the advent of electric vehicles, no one can make an exact prediction. One thing is for certain, however. Ray, Ben and the team at AF Rayspeed will continue with the same philosophy they have always had, to make owning a scooter both an exciting and pleasurable one. Having been involved this long and playing such a major role, the proof is there just how successful and true to their beliefs they are.