Why the "human heartbeat" is crucial for AM100 car dealer TrustFord

As a car retail group that attests to placing ‘care’ at the centre of everything it does, TrustFord’s AM Awards entry proved that it acts on a desire to become part of the communities its dealerships serve.

Hence why the AM Awards judges voted for it to win the 2023 Community Hero Award.

Its entry told judges: “We are more than just a business, we have a human heartbeat too”. It added: “As a trusted brand, we believe that we have a duty of care in our local communities and want to give back where we can.”

An ardent supporter of the Ben automotive charity, TrustFord raised a total of £118,565 in 2022.

While its driving challenge, Breakout for Ben, now demands employees run, cycle, walk and swim as far as they can over a 10-day period, other staff members took part in the gruelling Beast of Ben endurance challenge.

As well as a Bake Off for Ben, the group also launched a Ben’s Big Breakfast fund-raiser and contributed to the cause through payroll donations.

TrustFord’s colleagues are also given a paid day off to volunteer for a cause of their choice and dealership sites are encouraged to use some of their local marketing budget to support good causes.

At TrustFord's Edgeware dealership, staff succeeded in filling 780 shoeboxes with toys, school supplies and gifts for children in poverty to support Samaritan’s Purse.

TrustFord’s ‘Fill Your Boots’ campaign saw staff donate non-perishable items to foodbanks across the UK, meanwhile.

In October 2022, staff from TrustFord’s head office accounts team volunteered at Colchester’s Helena Hospice for the day. Overall, TrustFord’s breadth of community focused action is a credit to its business

Our AM Awards 2023 sponsors