Pendragon has taken on two Hyundai franchises, taking its portfolio to three, and marking the start of a new drive into the value-for-money car sector.

The sites, Harewood Motor Company in Leeds and Romans Harrogate, adding to CD Bramall Worksop, will start trading within the next few days as single-brand outlets. Initial sales targets are modest, according to Pendragon chief executive Trevor Finn, as the showrooms need to build a customer database from scratch.

“We’ve been talking to Hyundai for a couple of years and the brand is now established with a good product line. We see it as a good opportunity to sell some cars and make some money,” says Finn.

He expects to take on more Hyundai sites later this year in city centre locations across the UK – areas where Hyundai has struggled to find dealer representation due to the high cost of property. The move will coincide with a number of Hyundai launches, including new Sonata and Accent.

Mike Staunton, Hyundai national network development manager, says: “Owner-driver dealers still form an integral part of our 160-strong dealer network. But, with the tremendous growth in the franchise, the proposition for the larger plcs becomes more attractive.”

Pendragon is also in talks with Hyundai subsidiary Kia Cars UK and expects to make an announcement soon.

“This will be an additional franchise on a site where we have two franchises – one will be swapped for Kia,” says Finn.