January 17, 2018
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Max BMW Reportedly Buying Cliff’s in Brookfield

By Bud Wilkinson of RIDE-CT.com

Max BMW, which has motorcycle dealerships in New York and New Hampshire, is reportedly expanding into Connecticut next week by acquiring Cliff’s Cycle Revolution, the BMW-Ducati-Indian store in Brookfield. 

A sale by Cliff’s owner Cliff LaMotta to Max BMW owner Max Stratton is scheduled to close on Dec. 17, acccording to a reliable source, who quotes LaMotta as saying it is “a mutally beneficial deal.” 

(Cliff LaMotta, in black shirt, looks on as stunt rider Chris “Teach” McNeil signs a T-shirt at an event in June at Cliff’s Cycle Revolution.)

The incoming owner was reportedly at Cliff’s today. “They want to keep all the staff that’s there on staff,” the source told RIDE-CT. Max BMW currently has stand-alone BMW dealerships in Brunswick, N.Y. near Albany and in North Hampton, N.H. near Portsmouth.  

From RIDE-CT’s vantage point, the ownership change appears to be beneficial to riders as well because Cliff’s and Max BMW are culturally similar. Both LaMotta and Stratton regard their stores as destinations; places that riders congregate to examine new models, drink coffee and commiserate about bikes, and both emphasize customer service.

LaMotta has owned the dealership since it opened in May 2003.