Neat rebrand put the punk into AM Award winner Ponko

Independent Dealer of the Year winner Ponko, a used car supermarket just outside Cambridge, impressed the AM Awards judges with its punky and unique attitude to business and outstanding service offered to customers at every stage of the car-buying process.

The award category was sponsored by Visitor Chat.

The dealership has around 240 vehicles in stock at any one time and is averaging a four figure margin for each used sale.

The business rebranded in April 2023 from Reed Autos with a unique marketing approach centred around its Ponko puppets and a punk style that is wholly unique to the automotive industry.

The team at the Royston Road location is incredibly knowledgeable, friendly and responsive to customer enquiries, backed by a fantastic training plan and this has delivered an excellent response from customers, with 94% recommending the business to a friend or family member.

Ponko manages every aspect of the business in house, including service, repairs, MoTs, bodywork, delivery, warranty and vehicle sourcing.

The dealership’s rebrand last year also came with an overhaul of its showroom and office facilities in keeping with the new Ponko punk theme, while also offering a modern and welcoming environment for customers and staff alike.

The business is backed by technology, whether that’s using data to inform pricing, state of the art video and photography or offering customers the ability to reserve vehicles online 24/7, click and collect or click and deliver.

The dealership’s website has interactive value added product videos on vehicle detail pages that has helped contribute to a 70% penetration rate for warranty sales, backed by the company’s sister company Warranty Protect).

Ponko’s approach is centred around striking a balance between a comprehensive online shopping experience without compromising on the advantages of in-person vehicle inspection.

AM’s judges praised the flexibility and transparency of Ponko’s omnichannel approach to used car retail, with an attitude that embraces technology and innovation to streamline processes, without losing the personal touch.

Finalists:

• LM Motor Company
• MB Motors
• Motoroo
• OurCar
• Ponko

Sponsor's comment

From everyone at Visitor Chat, we would like to say a big thank you to everyone involved in organising and running this year’s AM awards at the Park Plaza, London. As first-time sponsors we thoroughly enjoyed a fantastic evening at an equally impressive venue.

Personally, it’s always great to see so many partners and retailers both existing and new enjoying themselves following a turbulent year in the Automotive Industry. Despite all the challenges, everyone just seems to go from strength to strength. Congratulations to all this year’s winners, highly commended and shortlisted businesses.   

Visitor Chat had the pleasure of sponsoring and presenting the Independent Dealer of The Year category. Following a welcoming introduction by host, body double and comedian Rob Beckett, it was a pleasure to present the award to this year’s winners Ponko, a huge congratulations to a great dealership, quirky website, and current partner of Visitor Chat.

We now look forward to the upcoming AM Live event taking place 13th November at the NEC Birmingham, the Visitor Chat team will be on stand C12, demonstrating many of the new features we’ll be releasing in the coming weeks.

Chris Wateridge, managing director