This is the page where the dealer can add details about their business, the history of the company, their location and any other facts they think make them appealing to retail customers.
This page is a good place to include certain search engine friendly terms to improve the ranking in search engines. For example include statements such as 'we are located centrally in Our Town, easily accessible from surrounding towns such as Example Town, Anytown and One Town' as the dealer may then appear in search results when a customer searchs for a bike dealer from all listed towns, not just his own..
You can even include photos of staff on here to make the site more personable.
People buy from people...
Also include opening hours here. They are listed by default on the contact page but duplicate them here along with the phone number to ensure customer know when you are available to serve them.
Never list an email address! Make people use the contact form if they want to email you, that way their details are included in a database which subscribing dealers can access for prospecting later.