Sur-Ron UK.
Sur-Ron UK is the official authorised distributor of Sur-Ron electric bikes in the United Kingdom. As a key player in a fast-growing market, they needed a digital presence as capable as the machines they sell — for customers and dealers alike.
The brief
One platform, two audiences.
Sur-Ron UK needed a site that could carry a huge amount of product data without becoming unwieldy, stay easy to use for both customers and dealers, and give the team full control over content.
The build had to handle a complete parts catalogue, a bespoke dealer portal and an interactive dealer locator — all under one roof, all on a CMS the team could run themselves.
The challenge: a high level of custom functionality that still had to feel simple, large volumes of product data across models and variations, and a dealer network that needed its own secure portal for brand files, warranty set-ups and claims.
The approach
From brief to launch.
Phases run in this order for a reason — each one de-risks the next.
Discovery
Map the two audiences — customers and dealers — and the data model behind every bike, part and variation.
UX & architecture
Structure the parts catalogue so dealers can find and order parts fast, with clean handling of product variations.
Design
A bespoke design aligned to the Sur-Ron brand tone — bold, technical, confident.
Build
WordPress with a user-friendly CMS, the bespoke dealer portal, and an interactive dealer locator.
Optimise
Technical SEO and speed optimisation for search visibility and performance.
What we built
What we built.
Full parts catalogue
A clean, searchable catalogue that handles product variations without overwhelming customers or dealers.
Bespoke dealer portal
Streamlined access to brand files, warranty set-ups and claims processes for the dealer network.
Interactive dealer locator
Customers find their nearest Sur-Ron dealer in a couple of taps.
Rich product data
Comprehensive specs, attributes and imagery for every model, presented cleanly.
User-friendly CMS
A WordPress back end the team can manage themselves.
Technical SEO & speed
Built for search visibility and fast performance from day one.
In the wild
The work, up close.
“Collaborating with ThinkClever on our website and dealer portal has been a game changer. Their attention to detail in design and functionality has significantly streamlined our business processes. We’re extremely satisfied and would highly recommend them to anyone looking for a digital partner.”
Sur-Ron UKComplex product catalogue?
We make it simple*
*Statistically speaking. Tell us what you’re building or what’s underperforming — we’ll reply within one working day with an honest read on whether we can move your numbers.