(Sorry for bumping the thread, but to add my tuppence)
Have visited them a few times over the past 2 years, once with my dad to look at an older bike (1980 vintage), and twice to look at bikes for me (and test ride one on the second visit).
First visit - fine - prices a bit high but otherwise good sales person and loads of room/freedom to look the bikes over. No pressure to buy at all, and able to have a pleasant chat and visit. Didn't buy the bike as it needed a lot of work, and dad just wanted to get out and ride.
Second/Third visit - bikes crammed in so much you can't properly look or get on them without having someone move a dozen other bikes. Second visit I had a helpful sales chap, did get some bikes out for me to sit on and have a good look at. Third visit, not such a good story.
I test rode a bike, and having paid for the privilege (£25), was then told untruths by the sales person. Bike apparently had FSH when I asked on the phone (it did not, it had zero, then the sales person told me that he didn't tell me it had - I had booked with him on the phone!). I was then told I could get £xxx amount off if I took it as a trade sale, with no warranty / check over by them, which was then changed to £yyy (less off) when they returned from the office. When I questioned why that had changed, I was told that I had misheard... Nope, now I'm not buying it.
As for the "trade sale" term used, it's possibly misleading as per the Consumer Protection from Unfair Trading Regs. Your consumer rights still apply for a new or used sale, and for the first 6 months are pretty savage (although they do allow claims up to 6 years in England at least, after 6 months, the burden of proof is on you instead of the dealer). They get a maximum of one chance to repair, or replace, then they must refund you (possibly a partial refund if > 30 days). I notice on the Google reviews that they rely pretty hard on their "3 month warranty" stance when people have complained about issues past that point...
Examples of misleading actions:
*...
* misleading consumers about their statutory rights by using statements such as 'sold as seen' or 'trade sale'
*...
https://www.businesscompanion.info/en/quick-guides/goods/used-car-sales
What is the consumer rights act?Consumer Protection from Unfair Trading Regulations Guidance