Suzuki New Zealand reacted to the announcement with shock.
"It's long been one of our top 10 dealers in the country, and we're very sad to hear it," said Suzuki NZ general marketing manager Tom Peck.
"It's a surprise to all of us - it's a very big loss."
Longtime Masterton dealer Grant Langland, owner of Langlands Honda Motorcycles, also expressed surprise.
Mr Langland said ATVs and quadbikes were the "nuts and bolts" of motorcycle retailing in Wairarapa and trade over the past 12 months had been encouraging after some tough years.
"I was really surprised to hear about the liquidation and I guess that'll make us the last man standing."